At this point, we know that in-store purchases are driven by websites and online advertising, but we wanted to know how much. By comparing case studies from across Germany, the U.K., and France, we found that web traffic drives one third of influenceable offline sales. In addition, websites drive 10% of offline purchases.
Goals
Determine how researching online and purchasing offline impacts on behavior
Determine whether online ads drive incremental offline sales
Measure whether online advertising can deliver greater efficiency than offline media
Approach
We applied a variety of methodologies on case studies from case studies from Germany, France and U.K.
Results
There were clear indications that offline sales are driven by websites and online advertising
Considerable evidence to suggest that online advertising drives incremental offline sales
ROPO clearly impacts purchase behavior
This study will help you understand to what extent offline sales are driven by websites and online advertising. Using case studies from Germany, France and UK this study looks at whether online ads drive incremental offline sales. How ROPO (research online, purchase offline) impacts on purchase behaviour. And if online advertising can deliver greater efficiency than offline media.
Key findings:
- Clear indications that offline sales are driven by websites and online advertising
- Considerable evidence to suggest that online advertising drives incremental offline sales
- ROPO clearly impacts purchase behaviour
