MOM SURFS THE WEB SURPRISINGLY OFTEN

Advertisers should integrate search engine marketing to reach moms planning online and offline purchases, vacations, and more...

SAN JOSE, Calif. – August 21, 2007 – DoubleClick Performics (www.performics.com), the performance marketing division of DoubleClick Inc., today unveiled data resulting from a search usage study targeting the “moms” segment and completed in cooperation with Microsoft and ROI Research, “Searcher Moms – A Search Behavior and Usage Study.” The data illustrate heavy search engine usage in support of online purchases, offline purchases, coordinating travel and many other planning activities among moms.

“Although we suspected much of what the study uncovered, we gained a much better understanding of just how much moms rely on search engines to accomplish a wide range of tasks, literally on a daily basis,” said Stuart Larkins, vice president of search for DoubleClick Performics. “Of the nearly 1,000 moms surveyed, 89 percent use the Internet at least twice/day, and 90 percent have been using it for more than seven years. A whopping 86 percent of respondents said search engines are the most efficient way to find information.”

Other interesting findings of the study include:

o 70 percent use search engines to gather information before making any online purchase
o 57 percent use search engines to gather information before making any offline purchase
o 64 percent use search engines to find out where to purchase products offline
o With regard to purchases made in the eight product categories included in the study:
o 92 percent said search engines were helpful in providing valuable information prior to
purchasing
o 79 percent said search engines were helpful in providing valuable information prior to
purchasing offline specifically
o Regarding consumer packaged goods, respondents reported using search engines:
o To compare prices (72 percent)
o To find retail locations (71 percent)
o To gather product information (71 percent)

“Manufacturers and marketers targeting this audience through any kind of advertising campaign should be sureto integrate a well planned Search campaign. Sixty-four percent of women reported using a search engine to gather more information after seeing an advertisement,” says Scott Haiges, President of ROI Research Inc. DoubleClick Performics has prepared an overview of the study’s key findings. Those interested in a copy or people wishing to ask questions regarding the research can contact DoubleClick Performics at ksmith@preturn.com or mseverin@doubleclick.com.

Microsoft’s Research Manager Peiwen Li (Pavan Lee) presented an overview of these findings Monday August 20 at Search Engine Strategies San Jose as part of the “Searcher Behavior Research Update.”

Kraig Smith
PReturn Inc.
312-432-9405
ksmith@preturn.com


DoubleClick Performics is a division of DoubleClick

About DoubleClick Performics:

Since 1998, DoubleClick Performics has delivered consumers to our affiliate and search engine marketing clients. Our structure provides high-level strategic planning and integrated services resulting in a deep knowledge of consumer behavior. As committed industry leaders, our innovative approach to digital performance marketing enables us to anticipate and shape the future while ensuring our clients’ marketing investments are efficient and effective. Our world-class solutions stem from superior technology with a layer of intelligence and experience that cannot be replicated elsewhere. DoubleClick Performics is thinking forward.

About ROI Research, Inc.:

Since 2002 ROI Research has been providing leading-edge analytics and technology, designed specifically to measure and maximize the ROI of marketing initiatives. Our robust sampling techniques, integrated online research platform, and campaign measurement expertise provide our clients with the tools needed to optimize profit on every campaign. For more information please visit www.roiresearch.com or contact us at 717.481.7643.
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DoubleClick Makes Banners Less Boring

Brian Morrissey wrote:

Universal Pictures is using the new ad format to promote The Bourne Ultimatum,
NEW YORK Internet banner ads are a story of the haves and have-nots. At the top end of the market live highly interactive rich media units with full video capability, while at the lower end reside more uninteresting units limited by file size constraints.DoubleClick hopes to change that with the introduction of a Web banner unit called the "teaser" ad, which allows marketers to create cheap banner ads that include about 10 seconds of auto-play video.While not the full rich media units that typically occupy about a third of an online banner buy, they will allow agencies to build more creative executions for the rest of the campaign, said Chris Young, evp of rich media at DoubleClick. While the new ad will cost more than a standard unit with a 30k file limit, it will cost half as much as a full rich media execution, he said."It's time to take creativity to the next level," Young said. "We're going to begin to change the rules of online ad banners."Once an afterthought in an Internet ad market dominated by search listings, the banner is a keen focus of attention as brand advertisers shift spending online. Gaining a foothold in display advertising drove several recent online deals, including Google's $3.1 billion agreement to buy DoubleClick and Microsoft's $6 billion purchase of aQuantive.Young said the teaser format would help make the bulk impressions more compelling to consumers and advertisers—and more valuable.Universal Pictures is using the new ad format to promote The Bourne Ultimatum, showing a quick 10-second trailer in the unit, which then gives users the ability to click through to view the full trailer from the movie's Web site. A typical low-end execution would have only shown a static image, while one on the high end would let users watch the full preview and other clips from within the unit."All the creatives are always complaining about the file size" limits, Young said. "They say, 'I'm limited to 30k. You want me to cut through the clutter, but how can I do that when my file size is so small?'"