SEARCH
I published an article in the Harvard Business Review this month, summarizing some of the work comScore has been doing with clients to evaluate the effectiveness of online advertising. As with most things in business, the return on investment is what drives future plans, especially advertising plans. One of the benefits of our two million person online panel is the ability to match our panelists with clients’ sales databases to measure the purchases that people exposed to online advertising make in bricks and mortar stores. The results of these studies help quantify the ROI from the online advertising. The studies demonstrate consistently positive results showing that online display ads work to build traffic to an advertiser’s website, to increase sales on their website, and to increase sales through their in-store channels.
Use this link to read full article. A summary chart of the findings runs below.
Results from 18 studies in the finance, travel, telecommunications, and retail sectors collectively show that online ads have a powerful effect on off-line sales. Running search ads tends to be more effective than using display ads, and combining both types is more effective still.
From the Harvard Business Review, April 2008. |
Comments (2)
3 questions:
1. Finance, travel and telecommunications spend the most of all industries for online ads. How much does this affect the results reported?
2.Is there a breakdown of retail sectors? Are we talking about computer software and hardware sites, who also spend a heap for online ads, or are we talking about overall retail catergories, such as a True Value or an Ann Taylor?
3. Does the data include a filter for online sites without e-commerce who have bricks and mortar stores, or just for offline stores who also have e-commerce?
thanks for info.
Posted by Bonnie Larner | May 1, 2008 6:40 PM
Posted on May 1, 2008 18:40
We have conducted these types of studies for a wide variety of "bricks and clicks" retailers (i.e. retailers with both e-commerce and retail stores) who sell across a broad set of categories, including apparel, appliances, consumer electronics, computer hardware, food, furniture, home and garden, sports equipment, and toys. The majority of these retailers' advertising dollars today are spent on traditional media but the vast majority of their sales are done at retail.
We have also seen a positive impact of online advertising on offline sales in other industries, including financial services, telecom and CPG.
Posted by Gian Fulgoni | May 5, 2008 9:12 AM
Posted on May 5, 2008 09:12