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display
Display Advertising Works, But It Works Differently Than Search
There's been a lot of talk recently that search and other forms of "performance" or "direct" online marketing will continue to grow in the downturn while display and other forms of "brand" marketing will struggle. I think that's likely to be true at some level but it doesn't mean that display advertising doesn't work. In fact, a recent comScore white paper that was presented last week at the Empirical Generalizations In Advertising Conference at the Wharton School is very enlightening. You can get a copy of the white paper by asking for it here . comScore operates a panel of over 2mm internet users worldwide and they examined 139 banner ad campaigns and compared a test group that was exposed the the campaign versus a control group that were not exposed to the campaign but are similar in other important ways to the test group.
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