As part of its ongoing effort to get ad buyers to look beyond the click, the Online Publisher’s Association has released a study claiming that consumers exposed to a brand’s advertising are more likely to visit the brand’s site, view more of the brand’s site’s Web pages and spend more money on related products or services.
In a month-long study conducted by comScore of 80 online ad campaigns placed on 200 of the Internet’s most trafficked sites, the company found that of consumers exposed to a brand’s advertising, one in five conducted brand-related searches and one in three visited the brands’ sites.
Dubbed “The Silent Click: Building Brands Online,” the study also found that brand-exposed consumers spent 50% more time than the average consumer on the brands’ sites, consumed more pages, spent 10% more online overall and significantly more on related categories.
The OPA did not say whether brand-exposed consumers tended to spend more on the particular brands, however.
“To date, measuring a brand campaign meant relying on the click, a metric more appropriate for direct response advertising. In order to understand the value of the audiences that display advertising attracts, our study helps marketers think about real behavioral measures designed to move the needle,” said Pam Horan, president of the OPA, in a statement.
The OPA has taken the study on a three-city tour to tout its findings.
The tour was in San Francisco on June 18 and in Chicago on June 23. It is wrapping up the tour in New York City tomorrow.
With most online marketers focused on clicks and conversions, the OPA’s branding case is a tough sell.
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