Posted June 18, 2009 10:43 am by with 3 comments

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The Online Publishers Association (OPA) would like you to know that just because a consumer doesn’t click on your display ad, that doesn’t mean it wasn’t effective!

In fact, according to its new study, “The Silent Click: Building Brands Online,” OMA says the money you spend on display advertising contributes towards your other marketing efforts. The findings include:

  • One in five conduct related searches and one in three visit the brands’ sites
  • Users spent over 50% more time than the average visitor to these sites and consumed more pages
  • Users spent about 10% more money online overall, and significantly more on product categories related to the advertised brands
  • Higher income audiences visited the advertisers sites

While the study was conducted by comScore–and assessed 80 of the biggest branding campaigns across 200 of the most trafficked sites–you should assume that the data is somewhat skewed. As much as it helps us out–if you spend more on display advertising–let’s not lose site that this study was commissioned by a group that wants you to spend more on display ads. 😉

  • how to write a writing

    Yeah! its so true…Most of the times when I have to look for something, I put down the name of the company or brand that I have seen around through ads. I think when you continuously view a particular image, that thing gets embedded in your mind and when we have to search for something in that genre, it is the first that we go for… or ready to buy.

    Amy Dyslex

    how to write a writing’s last blog post..Why did Eric Clapton Write “Tears in Heaven”?

  • Joshua Rex

    Is this the answer to online display? We think it is one of them. On all metrics you care to measure the Open IMU format out performs all others:

    See it here: Top right MPU

    Joshua Rex’s last blog post..Wanted! Expert Flash Developer / Technical Manager

  • edos

    thats true, some times people will see the url in the ads, instead of clicking they prefer to put it directly to the adress bar and go directly to the site.

    edos’s last blog post..It Is Easy to Make Money Completing Surveys