The Atlas Institute segmented users into three distinct groups based on their media exposure: display only, search only, and search and display. While it has often been assumed that the overall effect is greater than the sum of the parts, the Atlas Institute proved the synergy by analyzing for one month 11 advertisers who track both display media and sponsored search clicks via a third-party ad server. The study analyzed more than 10.8 million impressions and 2.5 millions search clicks from 1.8 million users.
The study found that on average, those users exposed to both display and search advertising converted at a rate 22% higher than search alone, providing one of the industry's first values for cross channel synergy. "On average, 44% of search users are also being shown display ads from the same advertiser, which means that there is significant enough overlap that advertisers should be measuring this effect," said Esco Strong of the Atlas Institute, and author of the report. He added, "The lift of conversion rates differed greatly across advertisers, suggesting that the synergy between these channels is highly variable, depending on the advertiser and the campaign."
Included in the Digital Marketing Insight are four online advertising tips that resulted from the findings. Atlas also explains the reason for the combined effect and the impact of frequency. Relative conversion rates between the three groups across multiple advertisers are cited, in addition to conversion rate lift by individual advertiser.
Xerox Corporation, a leading technology company that participated in the study, is running two integrated global ad campaigns across a range of online and traditional media: one supporting Xerox color products and solutions, and the other supporting Xerox's consulting services.
"Customers don't see ads in silos. Neither should marketers," said Barbara Basney, Director of Global Advertising at Xerox Corporation. "Atlas Institute's cross-channel study is providing quantitative validation that can help spur the next generation of web-marketing optimization -- optimizing the synergy between online advertising channels."
Young-Bean Song, Vice President of Analytics and the Atlas Institute, also commented on the research, saying, "Measuring and optimizing cross channel synergies is fundamental to making good marketing investment decisions. This landmark study changes the way the industry thinks about measuring ROI online -- and this is only the beginning."
About the Atlas Institute
The Atlas Institute is the research and education arm of Atlas, an advertising technology provider and creator of the Atlas Digital Marketing Suite. The Institute publishes Digital Marketing Insights, a series of publications by Atlas's senior marketing analysts and digital marketing experts that help our customers improve their digital marketing effectiveness. Many of these findings are also made available to the digital marketing industry at large. Each Digital Marketing Insight report is designed to help marketers more successfully build value with their customers, throughout the customer lifecycle: from awareness to acquisition and from retention to growth. The Atlas Institute also provides education in digital marketing to Atlas customers and partners. To view a full listing of the Atlas Institute's Digital Marketing Insights, please visit http://www.atlassolutions.com/institute/insights.aspx.
Atlas (www.AtlasSolutions.com) is a provider of digital marketing technologies and expertise. Atlas offers agencies and marketers integrated solutions for Video On Demand, online campaign management, rich media, search marketing, landing page optimization, reporting, and analysis to maximize their online ROI, and provides a highly scalable ad-serving platform to help online publishers increase revenue. Atlas delivers the industry's most complete service and support, serving its clients from offices in Seattle, San Francisco, New York, Denver, and London. Atlas is an operating unit of aQuantive, Inc (NASDAQ:AQNT), is a member of the NAI, adhering to the NAI privacy principles that have been applauded by the FTC, and is the first third-party ad server to complete the auditing process and achieve ad measurement accreditation by the Media Rating Council (MRC).