Online consumers who are exposed to display advertising are 50% more engaged with advertisers’ brands and spend 10% more money online, according to a study commissioned by the Online Publishers Association (OPA) and conducted by comScore, Inc.
The OPA’s “The Silent Click: Building Brands Online,” (pdf) report highlights differences behaviors of online consumers who are exposed to display advertising related to specific branding campaigns and those who are not.
For consumers exposed to brand display-ad campaigns, the research found:
* One in five visitors conduct searches related to the brand or display-ad campaign
* One in three visit the brands’ sites.
* Users spend more than 50% more time than the average visitor to the brands’ sites and consume more pages.
* Users spent about 10% more money online overall, and significantly more on product categories related to the advertised brands.
* Higher income audiences visited the advertisers’ sites.
Read the entire article: Display Ads Lift Spending & Brand Engagement
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