Online Ads: A Source of Further Learning for Consumers

  |  November 7, 2006   |  Comments

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.

Online advertising ROI (define) could be off if it doesn't take into account subsequent Web site visits or in-store visits. That's according to Doubleclick's fourth annual "Touchpoints" study.

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.

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Digital Marketing Associate
      Digital Marketing Associate (Connections Media) - Washington, DCConnections Media, LLC, a Washington, DC-based digital agency providing strategy...
    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...