.jpg)
"By combining the data collected from the thousands of online ad campaigns we've conducted with our AMP® Audience Cloud™, we have the ability to go well beyond the click and determine how visitors engage with and are influenced by online ads. Will they conduct a search on your brand? Will they buy your product (online or offline)? It is this level of detail that provides the valuable insights into how well your online campaign is really working...."
-Chris Rouse, Director of Research and Audience Insights, Collective
Collective delivers a 71% ROI. Sweet!
Client gets $1.71 in sales for every dollar spent
Collective is the first online company to leverage Nielsen Research's new
Immediate Consumables methodology to measure the in-store sales impact from
online display advertising. This method looks at register scanner data from grocery stores in market to measure the purchase of small food items that generally get consumed immediately, like soda, gum, candy, salty snacks, etc.2010 Display Advertising Study
Attachment Size Collective-2010-Display-Study.pdf 1.23 MB (Download your free copy of the 2010 Collective Display Advertising Study by clicking the link above.)
Data and the Growth of Audience-Based Buying
For the past four years, Collective’s “Display Advertising Study” has charted the evolution of the ad network and its role in online display. This year’s report offers a comprehensive analysis of the digital display-advertising ecosystem in its most demanding year, and the trends that impact how brand advertisers and agencies address audience selling and buying.
Display Advertising Engagement on the Rise
The swift and steady decline of industry click-thru rates over the years has represented (to some), the supposed death knell of display advertising. However, in spite of the fact that fewer people are clicking on ads, online visitors are actually spending more time with display ads than ever before.
Are your campaigns running long enough?
Understandably, wearout is a legitimate concern for online advertisers. The long-held belief is that online ads lose their effectiveness in a shorter period of time than ads on television. However, is it possible that some advertisers may overcompensate by pulling high performing ads too quickly?
Know your audience? Maybe not.
Often, advertisers make targeting strategies on data collected from offline sources, use outdated metrics or even guess who their audience is based on casual observations and prior experience. We’ve found, however, the audience that is most receptive to advertising is often not the one first targeted.
Case Study: Western Star®
Niche advertisers sometimes believe that specialized Websites are the best way to reach their narrow audiences. But Collective’s research clearly shows that given the right mix of sophisticated targeting and audience insight, ad networks are just as, if not more, effective at reaching even the most eccentric audiences.
Ad networks outperform campaign norms for select metrics
A recent study of industry normative data culled from Dynamic Logic’s MarketNorms®, noted media researcher, Michelle Madansky, discovered that in many cases, advertising networks outperform publishers in key brand metrics.
