A new study conducted by comScore for the Online Publisher's Association sought to determine just how much value brands are getting from display ads beyond the click.
The study, which looked at 80 of the largest brand campaigns across 200 of the most trafficked sites in a month period, found that most consumers who are exposed to display ad campaigns will spent twice as much time as the average visitor to those sites. One in five will conduct a related search and one in three visits the brands' site, according to the study. Users exposed to display ad campaigns also spent about 10 percent more money online overall and significantly more on product categories related to the advertised brands.
"In order to understand the value of the audiences that display advertising attracts, our study helps marketers think about real behavioral measures designed to move the needle," said Pam Horan, president of the OPA.
