Online display ads are more effective in the EU than in the US, says new research by comScore. ‘How Online Advertising Works: Whither the Click in Europe’ is the title of the new study that found web users in the EU are 72% more likely to visit an advertised site, having being exposed to display ads. The US equivalent figure is just 49%. Europeans are also 94% more likely to search further details about an advertiser after seeing an ad. Only 40% of web surfers in the US will bother.
The report measured 20 comScore ad effectiveness studies in the U.K., France, Germany and Spain. comScore says the differences could be down to a number of factors the most likely being European web users are exposed to less online advertising than their US counterparts. Search activity is also higher in the UK, so this suggests driving users to search is easier in the UK. The other thesis is also pretty sound – the creative, high impact work in the EU is far better than in the US.
You can access the report here http://bit.ly/aalECu

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