DISPLAY ADVERTISING BY THE NUMBERS DISPLAY ADVERTISING BY THE NUMBERS While a customer's journey through the marketing funnel may not always be a linear path, these common stages tend to exist: brand awareness, education, evaluation, proposal, and finally purchase. Unlike email and search marketing campaigns, display advertising touches prospects throughout the funnel, making a significant impact at every stage. The wide variety of research and campaign results available demonstrate the unique power of this online channel. 1 "Conquer the New B2B Marketing Funnel," April 2011, Online Marketing Connect. 2 “Brand awareness and digital: An IAB Europe White Paper,” June 2010, IAB Europe. 3 “Brand awareness and digital: An IAB Europe White Paper,” June 2010, IAB Europe. 4 “Online display advertising: Its Quantified Effect on Organic Down-Funnel Activity,” 2011, CBS Interactive Insight Series. 5 “Superpages,” Case Study, Bizo. 6 "Conquer the New B2B Marketing Funnel," April 2011, Online Marketing Connect. 7 "The DMA Taps Bizo Audience Marketing to Achieve Conference Goals," Case Study, Bizo. 8 "Agency Uses Bizo to Drive Qualified Leads for Supercuts, 7-11 Franchises," Case Study, Bizo. www.bizo.com THE IMPACT OF DISPLAY ON THE MARKETING FUNNEL THE IMPACT OF DISPLAY ON THE MARKETING FUNNEL BRAND AWARENESS Targeted display ads increase the likelihood to recommend a brand by 10%. 1 • United Internet Media found that 6% of participants who’d previously been unaware of a particular brand were able to recall that brand without assistance after viewing a display ad. For aided brand recall, that rate jumped to 26% of participants. 2 • TOP FUNNEL IMPACT TOP FUNNEL IMPACT CONTENT ENGAGEMENT & EDUCATION • An advertiser saw a 140% lift in engagement with content site-wide for visitors who’d been exposed to display ads. 4 • Prospects were 82% more likely to download content and travel further into the sales funnel if they had seen the display advertisements. MID-FUNNEL IMPACT MID-FUNNEL IMPACT LEAD GENERATION & SALES CONVERSIONS Salesforce.com used targeted display to boost form conversions by 30+%. 6 • The Direct Marketing Association drove 400+ leads to its annual conference through display ads. 7 • BOTTOM-FUNNEL IMPACT BOTTOM-FUNNEL IMPACT • One brand’s display campaign increased Web site visits by 72%, and keyword searches for the brand increased by an average of 94%. 3 After launching a display ad campaign, Superpages witnessed a 180% increase in click-throughs for its search marketing campaign. 5 • • Agency St. Jacques Marketing used display and retargeting to generate 61% of total campaign leads for its client Supercuts. 8 10% 10% 26% 26% 94% 94% INCREASE IN LIKELIHOOD TO RECOMMEND INCREASE IN LIKELIHOOD TO RECOMMEND INCREASE IN BRANDED SEARCH INCREASE IN BRANDED SEARCH BRAND RECALL BRAND RECALL 140% 140% 180% 180% 82% 82% INCREASE IN SEARCH CLICK-THROUGHS INCREASE IN SEARCH CLICK-THROUGHS LIFT IN ENGAGEMENT LIFT IN ENGAGEMENT MORE LIKELY TO DOWNLOAD MORE LIKELY TO DOWNLOAD 30+% 30+% 61% 61% 400+ 400+ MORE FORM CONVERSIONS MORE FORM CONVERSIONS LEADS GENERATED LEADS GENERATED LEADS LEADS