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Between 52% and 64% of visitors to car websites were exposed to online activity such as display and search

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By The Drum Team, Editorial

February 24, 2012 | 2 min read

Research from the IAB has found that between 52% and 64% of visitors to the brand websites of BMW, Hyundai, Mercedes and Range Rover were exposed to online activity such as display and search.

The research, carried out between June to October 2011 in partnership with research agency Nielsen, buzz monitoring specialists, NM Incite and the four brands, also found that between 4% and 11% were converting online following visits to the brand websites.

It was discovered that the average customer conversion journey takes just over a week and that consumers were exposed to an average of 2 display ads, 0.6 natural search clicks, 0.2 sponsored search clicks and 0.1 mentions of the brands within social media.

Sorcha Garduce, IAB’s senior insights manager, said: “This study continues to highlight that brands shouldn’t rely on click through metrics as a measurement of campaign success. All 3 studies have revealed that online display advertising performs better than is widely perceived and results in a positive latent effect.”

The research found that across all four brands, between 40% and 50% of those exposed to display advertising also used search and 52 - 64% of total website visitors were exposed to online activity, such as SEO or display.

Car image via Shutterstock

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