Online Ad Response Analysis Beats Counting Clicks
The impact of online advertising campaigns is significantly greater than a typical .10% click through rate would suggest, according to research data compiled from a broad range of industries.
Simply measuring click throughs fails to take into account the impact that viewing online advertising has on subsequent consumer behavior and online advertising ROI, research from comScore indicates.
It compiled data from nearly 200 brand studies and concluded that
online advertising typically lifts online sales by 27% for two weeks to three months after the initial exposure to the advertising. Similarly, the lift in offline sales is typically 17% following the initial exposure to online advertising.
Online ad exposure also increases Web site traffic and online searches for trademark products too, according to comScore.
Web site traffic typically increases 65% for one week following the first ad exposure. The lift in Web site traffic is about 46% over a period of four weeks after the first exposure to the advertising, which comScore says underscores the latent impact branding effect on online advertising.
The lift in trademark name product searches is typically 52% in the first week following initial exposure to online advertising. It determined that lift in online searches is about 38% in the four weeks following the first ad exposure.
