Just stumbled upon yet another great article from MediaPost that articulates what every marketer (including ourselves) suspects, reads about, but is having a hard time measuring.
Consumers who have been exposed to display ads are influenced in their purchasing decisions by display ads.
Courtesy of MediaPost
comScore along with Dunnhumby USA collected data from safeway/kroger/ralphs-type cards from consumers who have been exposed to display ads (static and rich media). The result? Display ads lifted purchasing by 9%.
What is VERY interesting is that TV ads, lifted sales by 8% according to another study mentioned in this article.
If you consider the cost of TV ads as compared to online display ads, there is a quick equation that can be made (especially in these economic times). Now – don’t kill your TV ads, but do switch more budgets to display ads.
With that said, we strongly believe that our clients and marketers who are currently using TV, Radio, Display, Search, Mobile etc – should not kill offline media, just measure it better against the other media – and optimize with the right mix of media against your key performance indicators – visits, leads, sales, customer lifetime value.
Do you agree, disagree? Let us know – we want to hear from you.
In the meantime, here are some blog entries, past tweets that our team authored that speak to the opportunities/challenges of measuring or being a more effective multi-channel marketer:
- Integrated Campaigns Worth Overcoming Hurdles
- More than clicks – WSJ
- When Consumers Read Newspaper Ads, They Take Action – the key – how do organizations measure consumer behaviors?
- Study: Online and Offline Behavior Meshing
Although we have been doing cross-channel marketing with many of our clients, we recently decided to change vendors. We re-evaluated many vendors that can help us/our clients with measuring the true effect of marketing across channels – the winner? VisualIQ – more on that later.
About the author
CEO, co-founder
William advises clients (e.g. ABC Family, ACS, Bank of America, Behr paints, Ebates, Hewlett-Packard, Microsoft, Fair Isaac, National University, Maporama, Pleo, Plantronics, Leading Hotels of the World, Shogakukan, Sutter Home Wineries, Wells Fargo Bank) on market research and interactive marketing initiatives in North America, Europe, and Asia. He has 18 years experience as a consultant and corporate executive, with in-depth knowledge of interactive marketing in the business-to-business, business-to-consumer, and international sectors.
Before starting e-Storm, William created an interactive marketing practice for The Hoffman Agency, a global communications firm with offices throughout the U.S, Europe, and Asia. William's background also includes experience at White+Company, a BBDO company, Thomson Multimedia in Singapore and Northern Trust Bank in Chicago, Illinois.
He has lead internet marketing strategies for companies such as Affiliated Computer Services, Allstate, Bank of America, Coca-Cola Company, IKON Office Solutions, Karen Neuburger, Microsoft, National Semiconductor, National University, NetGear, The Ford Foundation, The Limited, The MacArthur Foundation, think3, Travelpod, Victoria's Secret, Wells Fargo Bank.
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