Traffic Digital

Traffic Digital have been commissioned by the BBC to produce the website for the new natural history programme, Nature’s Great Events.

Nature’s Great Events is a 6 part series, showing on BBC1 in February and March 2009. Narrated by David Attenborough, each episode focuses on a spectacular event in the natural world, and features stunning photography.

We’ll be working closely with the BBC natural history unit in Bristol, to design and build a compelling online experience to support the programme, which features stunning photography and film from of amazing natural events from around the world.

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• Amazing pictures of animals from new David Attenborough Nature series

So does display (ie banner) advertising work? There’s always a lot of discussion around this (and we’ve been looknig in to this with our Oohgle campaign) - is it brand building? Can you measure the ROI?

Comscore have just done a paper on this - you can request the full copy here - and they found the following

It’s clear that display advertising, despite a lack of clicks, can have a significant positive impact on:
- Visitation to the advertiser’s Web site (lift of at least 46% over a four week period)
- The likelihood of consumers conducting a search query using the advertiser’s branded terms  (a lift of at least 38% over a four week period)
- Consumers’ likelihood of buying the advertised brand online (an average 27% lift in online sales)
- Consumers’ likelihood of buying at the advertiser’s retail store (an average lift of 17%)

So essentially - the display ad doesn’t result directly in a click, bit can have a big impact on the number of searches performed and the clicks from search results.

Low click rates on display ads are not evidence that the ad hasn’t had an impact on consumer behavior - the ads aren’t present in themoment of purchase intent - but display ads have a significant impact on interest in the product or service which is realized at some later date in the form of a site visit, a search query, and possibly on online or offline purchase.

It shows that display ads can have a significant lift in site visits for up to 4 weeks after the ads have run.

One of the most interesting findings is:

….it must be remembered that the reach of display ads is typically much higher than that of search ads. For example, in the studies conducted by comScore, approximately 81% of the consumers who saw an ad received only a display ad, while a much lower 8% received only a search ad.

So - this reinforces conventional wisdom which says that:

media works best when multiple programs are used together, and we do indeed see clear synergies between search and display. Both in terms of the impact on buyer penetration and dollar sales (per thousand consumers exposed), it’s clear that the combination of search and display together is greater than the sum of the impact of display and search ads separately. The synergy is notable.

This fits in very well with the research we’ve been conducting with Posterscope on the Oohgle campaign to demonstrate how display (particularly OOH) drives search and brand awareness.

We’re really pleased to be working with the guys at Leopard - helping build out their digital offering in the new year, starting with sites for Leopard Films, International, Drama, USA, and Events. They make some of the uk’s most popular shows including Cash in the Attic, Missing, and Found, and work with all the UK’s major broadcasters - BBC, Channel 4, Five, ITV and Sky One. There are some amazing commisions coming up in 2009 and we’re looking forward to working with them to deliver a site which reflects this dynamic company and the diversity of their output.

There are a number of companies in the group, including Leopard Films, Leopard INternational, Leopard Drama, Leopard USA, and Leopard Events.

Mad.co.uk have written an article detailing the “oohgle” effect. It’s an interesting analysis of how OOH and online tools are often neglected by marketeers.

an extract:

“All too often online is the last consideration of traditional marketers since TV still has the most significant reach.  More money is currently being spent on TV advertising however according to figures analysed by Enders Analysis this is due to change about now.  With such a significant swing in advertising spend, TV will likely take a back seat to the web in terms of spend and possibly in terms of reach. ”

Read The Article..

Cash Converters, a pre-owned and nearly new goods retail franchise, has been recognised for its support of the Dreams Come True charity. The company was recognised by industry body the National Pawnbrokers Association (NPA) for its support of the national children’s charity.

Mark Lemmon, Chief Executive of Cash Converters, commented: “We chose Dreams Come True because we wanted to be able to support a charity that is close to the hearts of our staff and customers. The great work done so far is only possible thanks to the generosity of our franchisees, employees and customers.

http://www.thefranchisemagazine.net/franchise/cash-converters/4139