Online Ad Exposure Impacts Offline Purchases
Exposure to online advertising is changing the way consumers shop. According to new research from Yahoo! and comScore, Inc., consumers exposed to online advertising tend to ‘pre-shop’ online before purchasing, which ultimately leads to increased in-store sales.
The study, which involved a sample of more than 175, 000 comScore panelists, compared the purchasing behavior of those exposed to online advertising with the behavior of those who were not. The panelists’ in-store purchases were then tracked at five major retail stores representing diverse retail segments.
“These highly-engaged ‘pre-shoppers’ spend an average of 41 percent more in-store when compared to consumers not exposed to online advertising.”
The study also found that almost 90 percent of the sales generated by online advertising takes place in-store, where consumers exposed to online advertising spent an additional six dollars for every one dollar spent online.
The report makes it clear, if retail stores want to boost business, they should advertise online. Amy Vener, Senior Director of Retail Category at Yahoo!, concludes “retailers have a prime opportunity to engage this audience of ‘pre-shoppers’ through online advertising to capture incremental sales in-store.”
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