Online Advertising - Offline Response

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As part of my duties as a Trainer here at Luce Performance Group, I subscribe to several newsletters and daily industry news services.  AdReady released their newsletter this month and it hit my inbox with the following information that truly gives you an idea of what online advertising generates in offline traffic or sales.

"There has been a recent surge in articles that focus on the success of banner advertising in an integrated marketing strategy. MarketingSherpa released a chart measuring the click rate of various banner ad sizes:

We often talk about the advantage of using search and display together to achieve as much as a 22% boost in clicks over using just search or display alone. Being a Marketer myself, I know we are a results-driven group, but looking at click rate alone misses the main impact of banner ads.

What banner ads are able to accomplish better than text or other forms of advertising is to present your brand, product, or service with the impactful use of graphics, motion and product images. Banner ads that are gaining any clicks are likely achieving their goal of building brand recognition and capturing the viewer's attention.

A MediaPost article sited research that found that:

"...among consumers exposed to a campaign, click-through accounted for only 10% of subsequent site visits and 14% of incremental dollar sales volume; view-through -- consumers exposed to the campaign but who did not click on the ads -- accounted for 90% of eventual site visits and 86% of incremental dollar sales."

In other words, looking at simply the clicks generated from a banner ad campaign may be missing as much as 90% of its impact on sales."

If you are doing any internet sales at all, this needs to be part of your seeding article collection.

To read the original article from MediaPost click here
To read Josh Chasin's article on "How Advertising Works" click here