IAB LAUNCHES FIRST-EVER INTERACTIVE SEARCH MARKETING ROAD SHOW
Landmark comScore Research to be Unveiled Including Brands Such as American Express, Marriott, and Avis
New York, NY (July 14, 2003) – Responding to the intense activity in the online search marketplace, on Tuesday, July 15, 2003, the Interactive Advertising Bureau (IAB) will launch its first-ever interactive search marketing road show in San Francisco, CA with additional stops in Chicago (7/17/03) and New York (7/21/03). Leading marketers are scheduled to attend the half-day event that will feature groundbreaking new research from comScore Networks and case studies from leading marketers including (dependent on city) eBay, Scotts Fertilizer, AndrettiPowersports, CBS MarketWatch, and more
“Search marketing is red-hot right now – tripling its take of all interactive advertising revenues from 4% in 2001 to 15% in 2002. This road-show offers a unique forum for marketers to convene and learn first-hand how they can increase their ROI and best integrate sponsored listings into their marketing mix,” said Adam Gelles, Director, Industry Initiatives, IAB.
During the event, the IAB and comScore will for the first time unveil the results of the groundbreaking research: Measuring the Effectiveness of Sponsored Search Marketing, which objectively demonstrates and measures the impact of paid listings as a marketing tool. The study tracked and analyzed sponsored search results from click-thru to conversion on leading brands in the Travel and Financial Services categories across the leading portals and search engines. Brands studied include:
Travel Services: Expedia, Delta, American Airlines, United, Hertz, Avis, Marriott, Holiday Inn
Financial Services: Bank of America, Wells Fargo, Citibank, American Express, Lendingtree.com, Allstate, State Farm, Schwab
Key highlights from the study include 1) for the three months ending May 2003, an estimated more than two million consumers applied for financial services and booked more than $200 million in travel services immediately following the response to a sponsored search and 2) the study revealed the specific and significant value of paid search to marketers throughout the weeks following a search.
“We’re confident that marketers will be compelled not only by the direct-response value of search marketing, but also by its longer-term impact,” noted James Lamberti, comScore Networks vice president of Media Industry Solutions. “comScore was delighted to conduct this landmark research in partnership with the IAB, and we’re looking forward to sharing our findings in the days and weeks to come.”
The study was based on comScore technology, which continuously and confidentially captures the complete Internet activity – including specific keyword queries across all major search engines – of a representative cross-section of more than 1.5 million global Internet users. comScore methodology combines industry-endorsed random digit dial (RDD) sampling methodologies with massive population samples across key home, work, university and non-U.S. locations. This unique combination of technology and methodology enables searching activity to be accurately linked – immediately and over time – to consumers’ Web-wide visiting and actual buying behavior.
The IAB Interactive Search Marketing Road Show is sponsored by AskJeeves, Business.com, USWeb, Did-it.com, DigitalGrit, Google, iCrossing, Looksmart, Overture, Performics, Sprinks - an About, Inc. Company, Terra Lycos and Yahoo!. For more information on the search road show or its content please visit www.iab.net/searchevent.
comScore’s Measuring the Effectiveness of Sponsored Search Marketing research was sponsored by: Google, Overture, AOL, MSN, Sprinks and Yahoo!
About the IAB
Founded in 1996, the Interactive Advertising Bureau (IAB) represents the leading companies in the interactive space. Membership includes companies that are actively engaged in, and support the sale of interactive advertising in addition to being responsible for selling over 75% of online advertising in the United States. IAB members include AOL, CNET Networks, DoubleClick, MSN, Google, Overture, The Walt Disney Internet Group, Yahoo! and over 100 others. On behalf of its members, the IAB evaluates and recommends standards and practices, fields interactive effectiveness research and educates the advertising industry regarding the use of interactive advertising. For more information on the IAB please visit www.iab.net.
Emily Kutner – IAB