Display No. 5: M&M’s. Link: http://www.mymms.com/Default.aspx?spid=44&src=VDBNR20. The banner promoted 20 percent off your $30 minimum order in time for Valentine’s Day. The site was consistent with the display ad and offered a prominent shipping schedule based on what category of item you ordered. Its very cool system lets you create “mix & match” bags of M&M’s, as well providing personalization.
Display No. 6: NFL Shop. Link: http://www.nflshop.com/category/index.jsp?categoryId=12622222&ab=HP_Aspot_Giants_SBChamps. The display ad promoted NY Giants Super Bowl championship gear and the link took us to the location on their site featuring hundreds of items for Giants fans. The site fulfilled the promise of the banner. It featured easy checkout and special combination offers, as well.
Display No. 7: Brighthouse Networks. Link: http://brighthouse.com/tampa-bay/moves-girl?temploc=tpa&cmpid=moves. The ad promotes a $100 package for digital TV, home phone and Internet service. The site matches the banner offering and provides an easy checkout along with eight consumer benefits. Well done.
Summary and Conclusion: As a group, online display advertisers have a very good customer acquisition experience, as they clearly understand the importance of relevant messaging after the banners are clicked. We found very few display ads that were in conflict with messaging on the landing pages.
Carrie Burns and Cynthia Tully are vice president account directors and Dorothy Weaver is a vice president of digital marketing services at St. Petersburg, Fla.-based advertising agency acquirgy. Burns can be reached at firstname.lastname@example.org, Tully via email@example.com and Weaver can be contacted at firstname.lastname@example.org.