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From Clicks to Bricks – How Online Ads Drive Offline Sales
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A recent study suggests that consumers subjected to online advertising are more likely to end up researching products online yet purchasing offline. The US study, commissioned by Yahoo! and comScore, concluded that a well-integrated search and display campaign is on of the most effective ways to significantly increase offline in-store spending.
Pulling together data compiled from 175,000 participants throughout the US, the ambitious study (called ‘From Clicks to Bricks: The Impact of Online Pre-Shopping on Consumer Shopping Behavior’) compared results from participants who either were or were not exposed to online advertising. Ultimate spending results were tracked at the 5 major shopping chains. The study found that shoppers who had been exposed to online advertising were far more likely to continue researching products online and then make their purchase offline. A Yahoo spokesperson commented: “Although recent research cites 89% of consumers shop for information about products online, less than seven per cent of retail sales actually take place online”. Statistically, exposure to a smart combination of search marketing and display advertising generates strong results: indeed the study showed that 90% of incremental sales took place in-store. When exposed to search alone there was a 43% increase in offline sales. Exposure to display ads alone generated a smaller effect, with a 15% increase in offline sales. Interestingly, the combination of search marketing and display advertising encouraged an increase in page views (68%) when compared to both types respectively: 46% responded to search only, whilst 37% reacted favourably to display advertising – although searches by brand name increased 26% after exposure to display ads.
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