Digital Media Exposure Boosts Brand Favorability, Drives Purchases
Mere exposure to impressions of digital media boosts brand favorability and drives purchase behavior, even when users don’t click on them, according to a recent study sponsored by iPropsect.
The report, Real Branding Implications of Digital Media – an SEM, SEO, & Online Display Advertising Study, based on a survey fielded by comScore, also revealed that exposure to impressions of digital media nearly doubles internet users’ likelihood to visit a brand's website in the future.
Specifically, paid search has the greatest impact on brand favorability, both when used on its own and in combination with other digital media types, according to the study. Alone, paid search impressions create the greatest lift overall (28 percent). However, when combined with organic search impressions, the organic/paid search duo boosts this metric to 40 percent.
Likewise, exposure to paid search impressions nets the greatest lift (35 percent) of individual assets for this metric in the retail vertical. The organic/paid search combination creates a lift of 56 percent for the hotel sector.
The study showed that exposure to impressions of digital media drives internet users’ likelihood to purchase. Paid search impressions are particularly adept at influencing behavior, whether they're used alone or in conjunction with other digital media. At the aggregate level, paid search generates a lift of 44 percent on its own; but within the retail vertical, it produces a 54 percent lift.
However, combinations of two digital media types also play a role. Together, organic and paid search impressions yield the greatest lift (73 percent) in aggregate and in the hotel vertical (147 percent). But organic and display impressions create the most effective combination (64 percent) for this metric in the banking/financial services sector.