Doubleclick (NASDAQ:DCLK)
Historical Stock Chart
From Jun 2019 to Jun 2024
![Click Here for more Doubleclick Charts. Click Here for more Doubleclick Charts.](/p.php?pid=staticchart&s=N%5EDCLK&p=8&t=15)
DoubleClick 'Search Before the Purchase' Report Finds That One
Out of Two Online Purchases Is Preceded by a Relevant Search
-- Study Shows That Purchase-Related Searching Takes Place Long Before the
Transaction and Generic Search Terms Dominate Purchase Related Research --
NEW YORK, Feb. 14 /PRNewswire-FirstCall/ -- DoubleClick Inc. (NASDAQ:DCLK),
the leading provider of marketing solutions for ad agencies, marketers and web
publishers, today unveiled a new study, Search Before the Purchase, in
conjunction with comScore and DoubleClick's search marketing division,
Performics, to demonstrate how consumers use search engines in the process of
making purchases online.
The study, which analyzes pre-purchase search activity across four categories
(Apparel, Computer Hardware, Sports & Fitness and Travel), showed that roughly
half of all online shoppers conducted related research at a search engine
before making an online purchase. It also found that most searchers complete
their purchase-related search activity weeks in advance of the purchase
transaction. While it is widely accepted that searches that lead directly to a
purchase are often brand-related search queries, the study shows that brand
names of online retailers were in the minority of all the purchase- related
searches made during their shopping research.
Key findings and takeaways of the study included:
Buyers conduct many related searches prior to a purchase
Overall, the study found that approximately one out of every two online
purchases is preceded by research on a search engine. In the case of the travel
segment, nearly three out of four travel buyers consulted search engines before
making a purchase. The number of searches prior to purchase varies by category
-- buyers on fitness/sports sites conducted 2.5 relevant searches in the 12
weeks preceding a purchase; apparel buyers made 4.7 relevant searches; computer
hardware buyers, 4.9, and travel buyers averaged 6 relevant searches in the 12
weeks before their transaction.
Many buyers complete their relevant search activity well in advance of purchase
Although many marketers evaluate the success of search marketing programs based
only on clicks that lead to a purchase in the same session or perhaps within a
few days, most buyers complete their purchase-related search engine research
two or more weeks before they make a purchase online. For example, in the
travel category, 64.7% of buyers' final searches occurred at least two weeks
before the purchase event; 21.6 % searched one week or more before purchase,
and only 23.8 % bought during the same session.
The majority of pre-purchase search activity (both searches and clicks)
involves generic terms
Buyers clearly favor generic terms early in the buying cycle - for example,
"running shoes," as opposed to a merchant brand. Brand-specific searches
accounted for only 18.1% to 28.5% of all searches those buyers conducted,
depending on the respective purchase categories. Further, the study showed
that a small minority of all the searches (4% or less for each category) were
for "Brand + Item Searches"; that is, compound phrases that included a
merchant's brands plus another term. Though the volume of searches on these
Brand + Item terms is low, they do drive a comparatively high proportion of
clicks per search, relative to Brand and Generic searches: for Apparel sites,
only 1% of searches but 3.7% of clicks.
Branded terms dominate search activity closer to the purchase
While the majority of search activity across the full twelve weeks is generic,
brand searches and clicks become more prominent close to the purchase, peaking
in "same session" search activity (searches and clicks conducted in the same
session as the purchase). For example, in the case of apparel buyers, 10% of
all clicks occurred in the same session as the purchase, and 89% of these
clicks included a merchant's brand (brand only or brand + item). Buyers in
other categories followed similar though less extreme patterns: 9% and 54% for
computer hardware, respectively, 9% and 49% for travel and 11% and 57% for
sport & fitness. However, buyers converting from a branded search can mask the
value of the prior generic searches in direct ROI analyses. This study shows
that the generic terms that dominate related searches also lead to purchases
and may provide an opportunity for marketers to influence consumers.
"The findings of this milestone study suggest to marketers that there is an
opportunity to attract and engage searchers throughout the buying cycle, and
not only with their own branded keywords," said Stuart Larkins, Vice President
-- Partner Services, Performics, a division of DoubleClick. "Marketers should
track search click-throughs for weeks prior to the purchase session to fully
account for the longitudinal impact of generic keywords in search. Generic
keywords provide greater reach for marketers and contribute to the overall lift
in a search program."
Methodology
Using its proprietary panel of 1.5 million U.S. Internet users, comScore
Networks identified people who made a purchase at one of 30 web sites in four
vertical industries (Travel, Apparel, Computer Hardware or Sports/Fitness) in
the month of September, 2004. Merchants were selected for a high volume of
traffic and a homogenous set of products for sale. The population of the
survey included people ("buyers") who made a purchase at a target site. The
survey tracked search activity -- both searches and clicks -- of the buyers for
12 weeks preceding the purchase (July -- September, 2004). Both searches and
clicks include all relevant search activity of the buyers and is not limited to
activity related to the 30 merchants in the four categories.
About DoubleClick Inc.
DoubleClick is the leading provider of solutions for advertising agencies,
marketers and web publishers to plan, execute and analyze their marketing
programs. DoubleClick's marketing solutions -- online advertising, search
engine marketing, affiliate marketing, email marketing, database marketing,
data management and marketing resource management -- help clients yield the
highest return on their marketing dollar. In addition, the company's marketing
analytics tools help clients measure performance within and across channels.
DoubleClick Inc. has global headquarters in New York City and maintains 22
offices around the world.
CONTACT:
Jenny Connorton
DoubleClick Inc.
212.381.5183
DATASOURCE: DoubleClick
CONTACT: Jenny Connorton, DoubleClick Inc., +1-212-381-5183,
Web site: http://www.doubleclick.com/