According to a story in the Wall Street Journal Microsoft says it will publish evidence in the coming week that proves display ads are actually better than searches when it comes to get consumers to take auction.
The question is what leads consumers to take action on the Web. Either to buying something, or do something like printing a coupon.
The research concludes that by the time consumers search for a product or service, they’ve often already made up their minds to buy it. And display ads are often an important factor in their reaching there decision.
Microsoft who of course is getting beat badly in the search ad business wants to bolster display ads where it has strength.
Display ad revenue is down 6% this year at the same time online ad revenue is up 11%.
Any advertisers out there who have tried both, which wish to comment?
Personally, I can’t see how that’s true … but it is Microsoft and they know what their doing being the biggest driver of traffic and search results. Wait, that’s not true. I just don’t find Microsoft a trusted source here, especially as Microsoft is acting to “bolster display ads”.
Seems to me like WSJ is falling for bad PR and massaged metrics.
This part of your post is exactly the point:
“The research concludes that by the time consumers search for a product or service, they’ve often already made up their minds to buy it. And display ads are often an important factor in their reaching there decision.”
If you’re advertising a specific product for immediate sales, such as a Sony Vaio, search probably performs better. If you’re trying to reach a general audience to interest them in Sony Vaios, then display makes more sense.
Is it not in WSJ’s best financial interest to bias toward this position immaterial of “facts”?
Do you trust Microsoft? Do you like Microsoft?
How are those Windows Vista commercials doing? Yeah, real great.
MS is desperate. People are voting with their fingers trying to get away from MS.
Is it safe to assume that stupid people use MSN and Live.com?
Stupid people like banner ads.
Okay, enough about how Microsoft sucks.
Direct marketing/display ads have been around for a century, the internet, about ten years.
Don’t ever underestimate the power of a good headline and wide reach. Additionally, there are millions and millions who do not A. use the internet and B. search. The direct marketing industry is still over 100 Billion per year. Infomercials, display ads and even classifieds will be around a long time. Don’t believe all the search engine hype. Search Engines work well, no doubt. But many other channels exist and will continue.
By just reading the response on this post I noticed that a lot of people have a nice feeling about Microsoft