Posts Tagged ‘Retail Sales’

Web Display and Search Advertising Combined; Their Sum Greater Than Parts

August 22, 2008

Gian Fulgoni chairman of comScore, recently wrote about his firm’s research on the impact online display and search advertising have on in-store retail sales.

How does comScore measure the impact online advertising has on retail offline sales? According to Fulgoni, “using the comScore panel, off line sales impact can be measured by linking panelists’ exposure to online ads with their in-store buying (through the use of retailers’ loyalty card data).’

Fulgoni draws two interesting conclusions from comScore’s
research:

1. “Search advertising provides higher sales lift than display advertising, but when combined, the synergy provides the highest lift…”

comScore Shoplocal.com Lift

comScore Shoplocal.com Lift

Search and Display Ads Lift

2. “While search advertising results in a higher sales lift than display advertising among the people exposed to the ads, the number of people reached by display advertising is typically markedly higher than the number of people reached by search advertising …

comscore shoplocal.com reach

comscore shoplocal.com reach

Online Advertising Reach

For media buyers planning to increase their brand message reach and lift consider the following;

1. An online display advertising campaign often reaches further than a search advertising campaign but online display ads will have less lift than search ads.

2. Search advertising will have more lift than online display ads but search ads may not reach as far as online display advertising.

Brand managers buying either online display advertising or search advertising but not both online display advertising and search advertising are likely diluting their brand’s message power – and along with it the ability to maximize their return on either form of online advertising they may have invested in.

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