In this session...
Microsoft Advertising and the Intent Lab, a research partnership between Performics and Northwestern University’s Medill School of Journalism, Media and Integrated Marketing Communications undertook a new study to examine the impact of relevancy in search advertising. Is your strategy truly relevant to holistic consumer intent, or is it too limited to a specific intent moment in time?
In our presentation, we’ll reveal results and insights from an online experiment with 2400 consumers that examined their likelihood to select an ad result based on their mindset and the ad experience (limited to a specific product vs. expanded beyond that product). What are brands missing if they only target consumers with a specific Item in mind? Is our current state of digital advertising - which only gives consumers what they ask for - limiting performance?
What You'll Learn from This Session...
- More than 50% of your consumers can be in a Goal-driven mindset that tends to be overlooked
- When presented with an expanded set of ad results with associated products (vs. limited to the product searched) consumer perception of usefulness of ads increases by 10%.