The Online Publisher’s Association (OPA) recently released a new research study, “The Silent Click: Building Brands Online.” Conducted by comScore, it assessed 80 of the biggest branding campaigns across 200 of the most trafficked sites during a month’s time analysing consumer behaviours of those Internet users who were exposed to display advertising. “The Silent Click” measured three consumer actions:
1) Searches conducted related to the advertisers’ brands;
2) Site visitation, the traffic driven to the advertisers’ site and
3) Consumer spending, the e-commerce transactions related to the advertisers’ brands.
For consumers exposed to brand display ad campaigns, the research found:
> One in five conduct related searches and one in three visit the brands’ sites
> Users spent over 50 percent more time than the average visitor to these sites and consumed more pages
> Users spent about 10 percent more money online overall, and significantly more on product categories related to the advertised brands
> Higher income audiences visited the advertisers’ sites
