DIGITAL MARKETING CANADA » Hot Research http://www.digitalmarketingcanada.com The What, When, Where, Who and WHY of Canadian Digital Media Wed, 21 Jul 2010 02:32:00 +0000 http://wordpress.org/?v=2.8.6 en hourly 1 Hot Research: Can Paid Search Positively Influence Brand…YES http://www.digitalmarketingcanada.com/2009/08/26/hot-research-can-paid-search-positively-influence-brand-yes/ http://www.digitalmarketingcanada.com/2009/08/26/hot-research-can-paid-search-positively-influence-brand-yes/#comments Thu, 27 Aug 2009 03:07:26 +0000 mbyrne2323 http://www.digitalmarketingcanada.com/?p=29 According to Mark Greenstreet and Jonny Protheroe, associate directors at Aevolve, the Marketing insights arm of Aegis Media in the UK, not only does an effectively run PPC campaign have a positive impact on brand perception, but it’s impact can potentially out weigh other forms of media.

Using a methodology that combined cookie tracking, qualitative and quantitative research, and two stages of statistical modeling, all combined into one piece of attitudinal research they were able to identify the models of influence in the positive perception of a popular national soft drink brand.

Out of the research they identified that 51% of the positive brand perception came from actual experience with the brand, 12% came from word of mouth and the remaining positive experience was driven by various media.

When the media influence was broken down into the individual tactics, other than TV, Online advertorials and paid search had the strongest effects even over email, social media and outdoor.

Perhaps more surprisingly, Google paid-for search was the third-most effective medium in shifting attitudes, proving it to be an effective branding tool, as well as its more traditional reputation and role as a transactional or navigational tool.


The research revealed the powerful effect that well-executed online activity, including paid search, can have on brand metrics. Of course, far fewer people were exposed to these elements than TV or outdoor, which played the largest overall roles, but for the significant minority that engaged with these elements, there were strong brand effects.


The understandable desire for aggregate level research capable of evaluating the total brand impact of all brand touch-points runs the risk of showing that low reach communications have no impact at all, despite the fact that the effect to those exposed may be similar to, or greater than, media with broader reach.

Isolating and Measuring the Effects of On and Offline Media (June 2009) PDF

From Digital Media Canada...share and enjoy
  • Print
  • Digg
  • del.icio.us
  • Facebook
  • Google Bookmarks
  • email
  • PDF
  • StumbleUpon
  • Technorati
  • Yahoo! Buzz
  • LinkedIn
]]> http://www.digitalmarketingcanada.com/2009/08/26/hot-research-can-paid-search-positively-influence-brand-yes/feed/ 0