Consumers might not click through to an ad, but they often respond to the impression through subsequent site visits and visits to the brick-and-mortar store.
More consumers (8 percent) see online ads as a source of further learning than product discovery (4 percent). Consumers do respond to online advertising, though not necessarily at the time of the impression. Sixty-one percent navigate to a site some time after viewing an ad, while only 30 percent click on the ad to get more information at the time of viewing. Sixty-seven percent report going to a store location to learn more about a particular product. The study warns marketers to include those activities in metrics for calculating ROI.
"It is something real, it is something trackable, and it is something that with a control group can be observed," said Rick Bruner, research director at DoubleClick.
Emerging media can play a role in consumer interest. Online video is viewed by 43 percent of survey respondents, and the same number send text messages and use cell phones. Thirty-eight percent view online video on portable players. In terms of video advertising, 43 percent of respondents watch movie trailers in online ads "all the time," "frequently," or "sometimes." Only 9 percent play with interactive Web ads.
"There is room for new content online and flexibility in a new pricing model, to me suggests there is a lot of room for growth for dollars in video," said Brunner. "Plus all that money coming from TV advertising looking to find a new home."
Some verticals respond to Web advertising more effectively than others. The Web is the most influential factor for decision-making in the travel category, in which air travel, hotels, and rental cars show positive purchase behavior from Web advertising. TV plays a stronger role, however, in promoting movie ticket sales. And service-oriented verticals such as investments and telecommunications respond more positively to word of mouth.
DoubleClick's "Touchpoints IV" study, conducted in July, is based on a survey of 6,121 adults over 18. Respondents, all Internet users, were solicited from an opt-in panel of online research participants.
2015 Holiday Email Guide
The holidays are just around the corner. Download this whitepaper to find out how to create successful holiday email campaigns that drive engagement and revenue.
Three Ways to Make Your Big Data More Valuable
Big data holds a lot of promise for marketers, but are marketers ready to make the most of it to drive better business decisions and improve ROI? This study looks at the hidden challenges modern marketers face when trying to put big data to use.
December 2, 2015
1pm ET/ 10am PT
Wednesday, December 9, 2015
5pm HKT / 5am ET