Display media & the magic 22% lift in ROI

I just watched Young-Bean Song’s, senior director at Microsoft Advertising Institute, OMMA keynote speech – highly recommended for all marketing and advertising professionals who are either side of the display media field – selling or buying.

A few interesting notes I took down while listening:

- Marketers have increasingly been concentrating on the end bit of the purchase funnel: where the ‘ROI’ happens. However, there is a whole lot of value before this point; and the next 2-3 years will be about revealing this value that’s already there.

- According to a research conducted by the Atlas Institute, the median number of touchpoints before the purchase is almost 14. Which means that there are some which happen after 1 or 2, but some visitors need twice as much touchpoints, such as 28 or even more, before the actual purchase takes place.

- So there are various touchpoints before the conversion. People are
Multiple advertising messages reach people before they make up their mind and decide to purchase. Yet affiliate and search marketing gets rewarded most.

- There is a ‘magic number’ to assist in this argument. According to the above mentioned research by the Atlas Institute, the overall lift in conversion rates when an advertising message reaches consumers higher up in the funnel, and not only at the end is 22%.

But watch it for yourself, as no one conveys this message quite as well as Young-Bean himself: 

.