When Online Ads Drive Offline Sales

An online search and display-ad campaign brought online and offline dividends to a retailer, comScore’s chief executive Magid Abraham reports.

In an article published by the “Harvard Business Review,” Abraham said the retailer’s sales in the United States increased by 40 percent online and 50 percent offline over a three-month period. The identity of the retailer, which has $15 billion in annual revenue, wasn’t disclosed.

By using both paid search and display ads in combination, sales increased more than if the search and display ads were used in separate campaigns, comScore found.

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