comScore: Search And Ad Retargeting Produce Lift

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

MediaPost, 9/23/10

Retargeting generated the highest lift in trademark search behavior at 1,046%, among six different media placement strategies, according to a comScore study released Wednesday.

The study, “When Money Moves to Digital, Where Should It Go?,” seeks to analyze the effectiveness of 103 online display advertising campaigns from 39 advertisers covering seven industries. It is intended to distinguish the correct ad placement strategy, cost structure and return on investment (ROI) for media strategies, both independently and integrated. Along with comScore, ValueClick Media set out to determine the media generating the strongest lift in Web site visits and search behavior.

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