Yellow Pages Metered Ad Study Results – 2005
Benefits of Multiple Display Ads in the Same Heading
Working Together to Achieve
Greater Results
May 2005
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Title:
Benefits of Multiple Display Ads in the Same Heading Working Together to
Achieve Greater Results
Yellow Pages Metered Ad Study Results – 2005 Series
Description:
The use of an
additional Display Ad in the same heading can serve two purposes in
well-developed headings: 1) target a second audience through the use of
different content language and presentation and 2) insure a higher
likelihood of Ad exposure even if the user doesn’t start to look at Ads
at the beginning of a heading. This report quantifies the increase in
call volumes when an advertiser has multiple Display Ads in 64 of the
most well developed Yellow Pages headings.
