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.

pro-rank-tracker-logoPro Rank Tracker is a cutting-edge ranking tracking tool for keeping you up-to-date with all the latest changes in the rankings of your websites and videos.


Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

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



Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.




  • SEO Specialist
    SEO Specialist (Marcel Digital) - ChicagoSearch Engine Optimization (SEO) Specialist   Marcel Digital is an award winning digital marketing...
  • SEO / SEM Manager
    SEO / SEM Manager (CustomInk) - FairfaxAre you a friendly, motivated, and inquisitive individual? Are you a positive, out-going leader? Are you...
  • SEO Analyst
    SEO Analyst (XO Group) - New YorkSEO Analyst @ XO Group About this Job, You and Our Team: The XO Group SEO Team is looking for you, a passionate...