Survey data showing that web advertising has a positive effect on offline sales

ByXoMEoX

When browsing the Internet, you may see web advertisements such as products and campaigns. Although it seems that this web advertisement seems to influence purchasing willingness of users who shop online at first glance, it has been found by a large-scale survey that in fact it contributes to sales even for offline shopping.

Marketing Science: INFORMS
http://pubsonline.informs.org/doi/10.1287/mksc.2016.0998


Over 80% of online ad effect is on offline sales | Science Bulletin
http://sciencebulletin.org/archives/10024.html

Galette Johnson of the University of Rochester, Randall Lewis of Netflix, and David Riley of Pandora Media are Yahoo! With the cooperation of 3 million people Yahoo! A large-scale survey was conducted for users. In cooperation with anonymous apparel brand in the survey, 3 million Yahoo! We divided users into "Groups that display apparel brand campaign advertisements" and "Groups that display Yahoo! search advertisements" and measured sales by campaign advertisement.

In this survey, it was found that the sales of apparel brand campaign had increased by "about 3.6%" compared with the standard value set in "Yahoo! Search Advertisement Display Group". 3.6% of sales is said to be about 3 times the cost of advertising in terms of money.

However, there is a request from the apparel brand that cooperated in the investigation "If 90% of our sales were from offline sales, I'd like to know how much web advertisement is contributing to offline sales" Respondents responded to the apparel brand customer record and Yahoo! Collated customer records to integrate online and offline sales data and the percentage of users who did not see the campaign buy eligible products. When the survey team calculated by integrating various data, we found that "about 84%" of sales increased by campaign advertisement was from offline shopping. Briefly, online web advertisement was found to have contributed greatly to offline sales.

ByMarc Biarnès

According to the survey result, Mr. Johnson of University of Rochester said, "How effective the advertisement tends to be small estimates and the estimate value is not accurate.In this survey we will include specific advertisements in the survey By doing so, the statistical accuracy of the advertisement effectiveness has improved to six times as much as before, "he says, as a result of accurate survey results being obtained rather than having web advertising effect on offline sales I am emphasizing that it is important. The result of this experiment that the statistical accuracy improved compared with the past is that it can be one of the determinants when judging whether the online advertisement has a statistically positive effect for a company that places an advertisement is.