Banner Ads Result in Consumers Spending More Online
By Anna Johnson on June 30th, 2009According to The Online Publishers Association’s (OPA) research study, ‘The Silent Click: Building Brands Online,’ consumers who are exposed to banner ads / display advertising are more engaged and tend to buy more online.
The OPA’s study, conducted by comScore, assessed 80 of the biggest branding campaigns across 200 of the most trafficked sites over a month’s time, analyzing consumer behaviors of those Internet users who were exposed to display advertising.
The researchers found that consumers exposed to display advertising:
- Were more likely to conduct searches in relation to advertisers’ sites, with one in five consumers conducting related searches, and one in three visiting the brands’ sites;
- Stayed 50 percent longer than the average visitor on these sites, and visited more pages; and
- Spent about 10 percent more money online overall, and significantly more on product categories related to the advertised brands.
