The Online Publishers Association (OPA) would like you to know that just because a consumer doesn’t click on your display ad, that doesn’t mean it wasn’t effective!
In fact, according to its new study, “The Silent Click: Building Brands Online,” OMA says the money you spend on display advertising contributes towards your other marketing efforts. The findings include:
- One in five conduct related searches and one in three visit the brands’ sites
- Users spent over 50% more time than the average visitor to these sites and consumed 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
While the study was conducted by comScore–and assessed 80 of the biggest branding campaigns across 200 of the most trafficked sites–you should assume that the data is somewhat skewed. As much as it helps us out–if you spend more on display advertising–let’s not lose site that this study was commissioned by a group that wants you to spend more on display ads.