I give a lot of attention to performance-based advertising formats such as search and lead generation. While I’m bullish on both at all times, I especially think that they are easier to buy and defend in a bad economy. Today Fred Wilson over at A VC wrote this post about a comScore white paper that described the lift that is generated by display advertising (banners). This article is definitely worth a read.

Banners definitely provide a positive benefit for advertisers. (And this research certainly proves it.) Like television, billboards and radio advertising, they defintely promote brand awareness, and, based on this study, a lift in sales. But the issue still remains that without a research study like this one running to measure the effectiveness of a specific banner, it is impossible to measure its ROI. And in this economy, it doesn’t matter how many studies like these are released, marketers are going to be looking for 1-to-1, measurable ROI.

Photo by Travis Isaacs

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Tags: advertising, comScore, Lead generation, Search

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This entry was posted on Monday, December 15th, 2008 at 11:39 pm and is filed under Internet advertising, Lead generation, Performance-based media, Search. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.