Shoppers 'can be affected by online advertising'

Shoppers are affected by online advertising and will spend more money in-store, new research has shown.

The investigation, conducted by Yahoo! and comScore, found that consumer shopping habits are affected by internet marketing after studying the affects of search and display advertising on visitors shopping in a bricks and mortar store compared to those browsing online shops.

It was found that affect of internet advertising was so strong, consumers who are exposed to it before a shopping trip will spend 41 per cent more than their counterparts that did not see the online adverts.

Amy Vener, the senior director of retail category at Yahoo!, remarked: "Retailers have a prime opportunity to engage this audience of pre-shoppers through online advertising to capture incremental sales in-store."

Results of the study revealed that consumers viewing web marketing looked at on average six more pages than those who were not. Integrated search and display campaigns had maximum impact as they led to deeper engagement with consumers thereby resulting in more sales.

It was found that 90 per cent of incremental sales happened in-store as a result of online promotion, which indicates more traditional companies can benefit from web marketing.

Another study conducted by Yahoo! with Channel Force recently found that three-quarters of consumers will research electrical goods on the internet before visiting a retailer to purchase a product.

© Adfero Ltd

31 Jul 2007 14:59:46 (Source: Adfero)