Are low click rates evidence of display advertising having little impact on consumer behaviour? Comscore has just released a whitepaper on how online display advertising is affecting European consumer behaviour. The results were based on Comscore’s proprietary panel, of which 400,000 are resident in Europe. The findings of the paper will again raise debate about attribution. Does display create buying intent at the top of the sales funnel, and should the industry be looking beyond the click? The report concludes that ad response is higher in the UK and European markets than the US. Comscore looks at some key criteria as to why there is a discrepancy between the two including, exposure to fewer ad impressions, higher search activity, and the creatives designed by European advertisers. [Comscore Report]
RTB is still not anywhere to be seen in the European market, despite what some companies are saying. It is good opportunity for European publishers to get up to speed with this trading methodology before it gets traction here. Improve Digital’s US partner, Pubmatic, recently released a whitepaper on how publishers can profit from RTB trading. The paper seeks to demystify the technology, the acronyms and the key players in the space. It also advises publishers on who they can partner on the buy-side. I can name about three here in Europe presently ready to trade, but that figure should rise significantly in the coming months. [Pubmatic Whitepaper]