iProspect, in conjunction with comScore, conducted a 2010 study to uncover the true effect of the digital media channels, and the effect of branding on customers’ purchase paths. The research involved both real-time monitoring of Internet user behavior, and post-behavioral surveying of those users.The key finding of this study is that online digital media assets have considerable branding influence, and that specific combinations can significantly impact a brand’s success. The study shows that search marketing and online display can be viewed as viable branding channels worthy of their fair share of branding budgets, and requiring development of means by which to measure their impact on brand equity.
Key findings that demonstrate the relationship between the digital assets examined in this study and brand lift, according to the report:
Paid search result impressions have the greatest impact on brand lift, both in isolation and in combination with other digital assets.
- In aggregate, paid search results generate 44% lift in likelihood to purchase
- Within the retail vertical, paid search impressions create a 54% lift in likelihood to purchase
The combination of paid + organic search impressions produce the strongest brand lift across most of the brand metrics measured.