Online Display Advertising on TechTarget Site Boosts Aided Brand Awareness by 122%, Purchase Intent by 55% for PolyServe.
Information technology (IT) publisher TechTarget announced today the results of an online survey measuring the performance of server-consolidation software vendor PolyServe's "TargetROI: Brand" online branding and measurement program for its Matrix Server(TM) file-serving software. Survey results showed dramatic increases in all measured attributes of branding impact, including a 122% lift (17.5% delta(a)) in Aided Brand Awareness, as well as a 55% lift (6.3% delta(a)) in Purchase Intent and a 60% lift (4.1% delta(a)) in Brand Favorability--key measures of the branding impact of PolyServe's advertising campaign on respondents. The PolyServe campaign also delivered positive increases in all other remaining measured metrics: Online Ad Awareness, Leadership Association and Message Association. The PolyServe campaign assessment was based on the results of an online survey conducted by TechTarget in collaboration with third-party marketing research firm, Dynamic Logic.
For all brand attributes measured, the resulting increases ranked above average or better in comparison to the results of 90 technology campaigns within MarketNorms(R), Dynamic Logic's syndicated marketing effectiveness database of campaign-performance benchmark data, which includes results from surveys of more than 2 million respondents spanning more than 2,000 online ad campaigns. In particular, the increases (deltas) delivered for Aided Brand Awareness and Purchase Intent ranked "Excellent" in comparison to other technology campaigns within MarketNorms.
Announced in a separate release today, TargetROI: Brand is the latest in a series of TechTarget initiatives designed to help IT marketers maximize their ROI in TechTarget media. A TargetROI: Brand managed online program includes a three-month campaign of targeted online display advertising and an online survey to assess the effectiveness of the campaign in lifting key attributes of brand awareness and consideration. Each TargetROI: Brand program is managed from beginning to end by TechTarget's Client Consulting Services department, a team of media and advertising professionals focused on helping IT marketers achieve their advertising goals and maximize their ROI on TechTarget media buys. TechTarget Client Consulting Services began testing TargetROI: Brand in April in a limited rollout to several TechTarget clients, including PolyServe.
"We know from anecdotal evidence that banner ads on TechTarget sites have helped clients increase brand awareness and consideration," said Marilou Barsam, vice president of TechTarget Client Consulting Services. "TargetROI: Brand will provide our advertisers with an easy way to measure increases in branding impact and will deliver data that allows them to justify spending on targeted banner advertising. With the results of TargetROI: Brand programs like the one just completed by PolyServe, we now have hard evidence that banner ads on TechTarget sites are tremendously effective in creating shifts in awareness and can even lift purchase consideration and intent. PolyServe's TargetROI: Brand survey presents persuasive quantitative data that justifies PolyServe's spending on TechTarget's sites."
"TechTarget's commitment to accountability and advertiser ROI has made its online properties our preferred media for lead generation," said PolyServe Product Marketing Manager Jeff Day. "When we learned TechTarget was bringing that same commitment to online branding, we were quick to sign up. As a result of our TargetROI: Brand program with TechTarget, we can now demonstrate conclusively that banner advertising with strong creative on a TechTarget site enabled us to achieve dramatic shifts in awareness, consideration, and purchase intent. We believe this will create a climate that will help us convert future leads to sales more quickly."
The PolyServe campaign promoted the company's Matrix(R) Server file-serving software and featured the message "The UnAppliance," with the tagline "Superior File Serving. No Appliances." Creative for the campaign was developed by Portland (OR)-based advertising agency McClenahan Bruer Communications (McBru). Launched in April 2005, the branding campaign and associated online survey program ran for three months on TechTarget's SearchStorage.com.
TechTarget publishes integrated media that enable information-technology (IT) marketers to reach targeted communities of IT professionals and executives in all phases of the technology decision-making and purchase process. Through its industry-leading media and events, and its ROI-focused programs and services, TechTarget helps IT marketers generate qualified sales leads, shorten sales cycles and grow revenues. TechTarget is among Inc. 500's fastest-growing private companies in the United States. TechTarget's more than 2,500 advertisers include the leading IT companies in the world, among them, IBM, Microsoft, HP, Cisco, Oracle, Sun Microsystems, and Intel. More information about TechTarget is available at www.techtarget.com
Dynamic Logic's MarketNorms(R) is a marketing effectiveness database. These findings are aggregate in nature, reflect past results and are not a guarantee of future results for individual campaigns.
(a) "Lift" represents the relative difference between the results for the control vs. the exposed groups, expressed as a percentage of the result reported for the control group. "Delta" represents the absolute difference between the results for the control vs. the exposed groups.