comScore, .Fox Demonstrate Online Ads’ Effectiveness

Believe it or not, banner blindness and ad blockers haven’t made online advertising ineffective.  According to new information from .Fox and comScore, online ads can indeed be of real use, and so may be something that more small business owners should look into employing.

Four campaigns pertaining to the same number of industry sectors were analyzed.  When all was said and done, .Fox and comScore announced via a press release, "Video and display advertising both successfully increased brand engagement in each of the four campaigns analysed."

Specifically, "The average uplift across the campaigns saw site visitation increase by more than a factor of seven over a four week period following exposure to an ad, with consumers three times more likely to conduct search queries using brand or relevant generic terms in the same time period."

That’s some pretty impressive stuff.

It is true that video ads were more effective than display ads, which has some unfortunate implications about the cost of making the best possible ad.  Still, most small businesses should be able to afford at least one of these two options, and although the usual your-mileage-may-vary warnings apply, the data pretty clearly indicates that it’s in many companies’ best interest to pay up.