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Atlas Finds Search, Display Ads Work Best Together

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July 21st 2006
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Digital marketing technology provider Atlas announced that it is the first third-party ad server to complete the auditing process and achieve ad measurement accreditation by the Media Rating Council. Such accreditation certifies that Atlas technology adheres to the marketing-industry standard for counting interactive advertising impressions and that its processes are accurate.

“Completing the auditing process and achieving MRC accreditation is an important, necessary step toward a universal measurement system vital to the successful, long-term growth and maturity of the interactive advertising industry,” said Atlas President Karl Siebrecht in a statement. “This is the most recent example of how Atlas continues to be committed to leading the industry in delivering meaningful solutions in managing and tracking interactive marketing.”

Atlas has put its new credibility to use with the release of a study on the synergy between search and display advertising. As search and display constitute two of the most prominent online advertising channels, Atlas aimed to uncover data to show advertisers the benefit of measuring across channels.

For one month, the Atlas Institute analyzed eleven advertisers who track both display media and sponsored search clicks via third-party ad servers, analyzing more than 10.8 million impressions and 2.5 million search clicks from 1.8 million users. The results, compiled in a Digital Marketing Insight report, revealed that those users exposed to both display and search advertising converted at a rate 22% higher than search alone.

“On average, 44% of search users are also being shown display ads from the same advertiser, which means that there is significant enough overlap that advertisers should be measuring this effect,” said Esco Strong of the Atlas Institute, and author of the report. He added, “The lift of conversion rates differed greatly across advertisers, suggesting that the synergy between these channels is highly variable, depending on the advertiser and the campaign.”

Young-Bean Song, VP of Analytics and the Atlas Institute, also stated that “Measuring and optimizing cross channel synergies is fundamental to making good marketing investment decisions. This landmark study changes the way the industry thinks about measuring ROI online — and this is only the beginning.”

Xerox Corporation participated in the study and, supported by the Atlas findings, is currently running two integrated ad campaigns across a range of online and traditional media.



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