Today I'm following up on one of Mel's posts from SES covering our colleague Pavan Lee (Peiwen Li)'s presentation at the Searcher Behavior Research panel at SES. Pavan's done some interesting research around the effects of combining search, contextual and display advertising – which she calls the "Power of Three".
Pavan says, "We have done five case studies on this topic, including Office Depot, Starwood (W Hotel), HP, Allstate and a global auto OEM, from which we identified the incremental branding value a search advertiser receives when the same advertiser is also running display and content ads and vice versa. Therefore, it provides them insights on understanding search beyond its direct response value. "
Pavan's case studies, including this one from Office Depot, show that combining search with contextual and display offerings helps to lift ad recall, brand recall, message recall and purchase intent; combining the three channels is more effective than combining just two of the channels, i.e.
- Search + Content
- Search + Display
- Search + Content + Display
The Office Depot case study shows the following results when combining search, content and display:
- 46.5% incremental lift in ad recall
- 49.1% incremental lift in brand recall
- 19.7% incremental lift in message recall
- 21.6% incremental lift in purchase intent
Read more details about the Office Depot case study on advertising.microsoft.com.