The Offline Benefits of Online Advertising

[cyriac]

The offline effects of online advertising has been a curious issue in the search engine marketing industry over the years. But according to published reports, new study conducted by comScore is shedding more light on the issue.

The study was conducted on a retailer that does $15 billion in annual revenues. Most of the revenues come from brick and mortar stores. During a three month period, sales increased 50% offline, which coincided with a display and search advertising campaign. Online sales also saw a boost of 40%.

This isn't the first comScore study looking at offline ROI of online ads. A study from the summer of 2007 showed that consumers who "pre-shop" online spend up to 41% more in-store. Also, 82% of searchers conduct an offline activity to follow up on their query. 61% of them make purchases.