The effectiveness of online targeting in driving branded search and site visits is one of the key findings of a new comScore report that compares different online media strategies and asks where online ad budgets can most effectively be spent.
The study, ‘When Money Moves to Digital, Where Should it Go?’ looked at 103 campaigns from 39 advertisers across seven industry sectors, ranking performance in terms of reach and uplifts in branded search and site visits. The effectiveness of online targeting strategies such as remessaging, behavioural targeting and category targeting was compared with online advertising network buys, and efficiency and premium pricing.
While online ad network and category targeting buys emerge as delivering the greatest reach, remessaging and behavioural targeting deliver the greater and longer-term rises in branded search and site visits. The three greatest uplifts in site visits four weeks after exposure are delivered by targeted strategies: remessaging increases visits by 726%, behavioural targeting by 358% and category targeting by 349%. The same three approaches are also highly effective at driving branded search, with remessaging delivering an uplift of 1046%, 514% for behavioural targeting and 130% for category targeting.
The study also demonstrates the effectiveness of combining different media placement strategies, with all combined campaigns increasing the number of site visits. The study suggests that combining online advertising network buys with remessaging can deliver powerful impacts across a mass audience.
Microsoft Advertising offers a unique range of targeting solutions, as well as the mass reach of the Microsoft Media Network, allowing advertisers to choose the combination of media placement strategies that best suits their brief.
Download the full study here
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