• Almost 90 percent of the incremental sales generated by online advertising take place in-store:
Consumers exposed to online advertising spent an incremental six dollars in-store for every one dollar spent online. • Integrated search and display campaigns have maximum impact: Combined search and display ad campaigns resulted in deeper engagement for consumers exposed to those ads, leading to increased sales.
The study, conducted from April 2006 to January 2007, involved a sample of more than 175,000 comScore panelists and compared the purchasing behavior of those exposed to online advertising with the behavior of those who were not exposed, but who were otherwise behaviorally and demographically identical.
The panelists' in-store purchases were tracked at five major retail stores representing diverse retail segments, including major national department stores, a major apparel retailer and a major supplier of office products.
The goal was to examine the lift of in-store purchases of those exposed to online advertising compared to those not exposed in order to understand the incremental impact that online ad exposure has on offline sales.
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