Online display advertising on proven to change behaviour

online display ads

Online display advertising appearing internationally on delivers more positive impacts on brand perception1 and bigger shifts in behaviour2 than the same ads appearing on competitor websites, a new BBC Advertising study proves.


The BBC Advertising study compared reactions towards a Toyota ad running on with reactions to the same ad appearing on three other international news sites:, and BBC Advertising then worked with comScore to track the actual behaviour of users exposed to online display advertising on – and compared this to the behaviour of those exposed to ads on other news sites or on social networks.


The results prove that the more positive reaction to the environment is reflected in a more positive perception of the online display ads that appear on the site – and also that deeper engagement with increases the effectiveness of online display advertising in driving purchase behaviour.


Online display advertising: environment boosts perceptions1

  • users rate the website more positively than users of other websites rate those websites
  • The advantage covers a wide range of key measures including ‘trustworthy’, ‘engaging’ and ‘would be proud to use’
  • Toyota advertising was rated more positively when appearing on than when it appeared on competitor sites. This included key measures such as ‘high quality’, ‘makes me feel safe’ and ‘good future investment’


Online display ads: tracking purchase behaviour2

  • Users spend 32% longer on pages than on those of other news/information sites and social networks
  • Compared to other news sites, users exposed to ads on were 46% more likely to visit an advertiser’s website, and conducted 40% more searches for the advertiser’s brand
  • Compared to social networks, users exposed to ads on were 49% more likely to visit an advertiser’s website, and conducted 45% more searches for the advertiser’s brand
  • These improvements in driving users towards advertiser purchase were particularly marked for the Toyota advertising featured in the earlier perception tests



1 Engagement Study Part 1, September 2011, Toluna Engagement Study Part 2, May 2011, comScore


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