Internet Advertising: How Online Ads Can Affect Offline Sales

Sponsored By Applied Predictive Technologies

Topics:

Budgeting & Planning > Business Intelligence , Strategy

Business Software

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Abstract:

Consumers are increasingly researching products online before they buy, and advertising on the Internet is growing as well. In fact, Internet advertising represents 7% of all ad spend today. Not surprisingly, online marketers want to understand the impact that Internet ads have on sales in the store. Does online advertising influence in-store sales? What is the true ROI of online ads, taking sales lift in all channels into account? Do customers buy more at a brick-and-mortar store after seeing Internet ads? The implications of these questions are important. If Internet advertising creates even more value than the margins driven by incremental online sales, it then represents a more attractive advertising medium than previously thought, and for a larger pool of potential advertisers. To address these questions, APT has partnered with leading retailers, banks, and consumer goods companies to measure and quantify the impact that online advertising can have on in-store sales.

DETAILS

Sponsored by: Applied Predictive Technologies

Released: October 26, 2009

Length: 8 pages

Format: PDF (1952 kb)

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