Does Online Advertising Really Work?

Still wondering how effective your online advertising is and how to boost or measure your results.  MeidaPost’s Media Metrics blog provides some great insight and best practices for your online media buy.  You have to register to get access, but the post by Josh Chasin can be found here.

Some highlights from the post include:

  • Online advertising works:  Among consumers exposed to a campaign, click-through accounted for only 10% of subsequent site visits and 14% of incremental dollar sales volume; view-through — consumers exposed to the campaign but who did not click on the ads
  • Online advertising drives offline sales: Using our panel and our ability to link it to offline databases, we have been able, time and again, to quantify the impact of online advertising on offline sales.
  • Search and display work better together:  Another thing we’ve found is that when an advertiser runs a search and a display campaign simultaneously, the impact (as measured by lift versus a control group) of exposure to both search and display is greater than the impact of search alone or of display alone

The data continues and it is a great reference post if you need stats to back up your online media buy.

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This entry was posted on Tuesday, August 19th, 2008 at 9:20 am and is filed under Tech Marketing Smarts. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.