Research Reports

The growth of expensive keywords and the debut of the new Yahoo! platform are explored in the latest Search Trend Report from DoubleClick Performics. (PDF: 5MB)

The term "click fraud" has gained widespread attention in the media and throughout our industry over the past two years. Ad servers and networks do indeed have to protect their customers against not only malicious clicks, but also largely inadvertent invalid clicks arising from robots and spiders in the ad environment that do not obey standard Web server rules and robots.txt files.

This paper outlines the state of invalid clicks in our industry, what DoubleClick is doing to combat invalid clicks, and how to assess the ROI of your click-based online advertising, and in particular search campaigns, for existence and levels of invalid clicking. (PDF: 72.4K)

Holiday shoppers responded to the "Cyber Monday" hype by searching more often in November. This, along with a detailed look at the relationship between increasing search spend and ROI, is according to the Q4 Search Trend Report, an analysis of the Performics 50 Index released quarterly by Performics, a division of DoubleClick. (PDF: 2.2MB)

Video is the hottest new format for online advertising. DoubleClick analyzed over 300 video campaigns by 130 advertisers during a four month period of 2006. The objective of this analysis was to identify major trends in the performance metrics of video ad campaigns by industry vertical, ad format, ad size, and ad length. There were several key findings including click through rate for video on average being about five times higher than those for image ads. (PDF: 229K)

Advertisers bid aggressively on more expensive keywords in Q3 as pre-holiday positioning began a bit earlier this year. This and other insights about the paid search business can be found in the Q3 Search Trend Report, an analysis of the Performics 50 Index released quarterly by Performics, a division of DoubleClick. (PDF: 484K)

Word of mouth marketing is all the buzz. But how exactly can marketers make it work? As part of our DoubleClick Touchpoints IV consumer survey, we identified a segment of respondents deemed to be "influencers" and studied how they make purchase decisions differently from the rest of us. Key conclusions include they are super media savvy and pay close attention to advertising, both positively and negatively. (PDF: 686KB)

DoubleClick Touchpoints IV consumer survey is our fourth annual report about what influences people’s purchase decisions, online and offline, across 15 product and service categories. The findings, based on responses from more than 6,000 U.S. Internet uses, show that consumers are more likely to "view through" an online ad than to click on one, that online video is the most popular online activity of a list of types of emerging media, and that people value online ads more for ongoing learning than discovery. (PDF: 652K)

Online marketers can expect big numbers this holiday season as the Performics 50 predicts growth of 53% for online sales over last year. This is one of the findings in the Search Trend Report, an analysis of the Performics 50 Index that is released quarterly by Performics, a division of DoubleClick. (PDF: 383K)