ComScore: European Display Advertising More Effective?

A recent ComScore report referencing 20 studies in different European countries finds that there are significantly higher click-through rates on banner ads in Europe than in the US.  The reason?  No definitive conclusion, but ComScore suggests the creative may be the reason. Also interesting was a finding of brand benefit even when ads were not clicked on.

It is true that European markets are smaller and may have the benefits of relying on local languages, customs and cultures to get an engaging message across.  From the Jack Marshall's ClickZ story on the ComScore study findings:

Commenting on the findings, Mike Shaw, comScore's director of marketing solutions and one of the report authors, said, "The results of these initial ad effectiveness studies we've conducted in Europe are rather provocative. They not only demonstrate a clear view-through value of online ads independent of Internet users clicking on the ads, but the resulting lifts in behavior substantially outperform what we've seen in the U.S."

The report draws on 20 ad effectiveness studies conducted by comScore in the U.K., France, Germany and Spain, and compares the findings with data from U.S. studies, originally released in November 2008. Speaking with ClickZ, comScore's director of industry analysis, Andrew Lipsmann, acknowledged the time gap between the sets of research, but said it was unlikely to account for the difference in their findings. "Its possible that it could contribute to some of the difference, but it would be pretty minimal," he said.

Read the entire ClickZ story here.

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