Tag Archives: online marketing

Auto Industry Should Align Search and Display Campaigns

Car makers should integrate their search and display online ad campaigns to boost customer conversions, data from the Internet Advertising Bureau (IAB) has indicated. A new report from the trade body, performed in partnership with researchers at Nielsen and NM Incite, analysed the online marketing activities of auto firms BMW, Hyundai, Mercedes and Range Rover. Results indicated the companies are achieving conversion rates of between 4% and 11% for visitors to their websites.

For the report, the IAB counted as conversions visitors who subsequently continued their engagement by performing additional brand-related activities, such as configuring a model, downloading a brochure or booking a test drive. The research highlighted strong integration effects between search and display advertising, which are the two most widely-used forms of online ads. Of the consumers analysed, 40-50% of those exposed to display ads also performed some form of search activity related to the brand. Read More…

WARC Conference: Online and Digital Research

Over the last decade online research has grown exponentially. With consumers worldwide empowered by the Social Web and the increasing adoption of mobile devices, there is now more pressure than ever on researchers to stay flexible, keep up with the rapid pace of change and be fast adopters of new innovations. Read More…