Online Ads Found To Influence Purchase Decisions
Online advertising is more effective than TV or print in driving traffic to websites, according to new research from DoubleClick into the type of marketing that connects consumers with brands.
The online marketing group used 2,000 questionnaires as part of its Touchpoint survey to research the impact of interactive advertising on the purchase process in a variety of different industries.
It revealed that websites, along with online advertising, have a significant role in driving the purchase process, especially amongst the auto, electronics, mortgage/insurance, prescription drugs, travel and telecom sectors. In contrast, image-related products such as health, beauty and films are more influenced by TV and print advertising.
Search engines and online advertising were found to be the most effective way of directing users towards websites, with 41% of respondents using online search engines to find products. According to DoubleClick this method of marketing is a “necessity” for advertisers.
Outdoor advertising was the least effective in directing consumers to websites, with only 3% of respondents citing this method. Word of mouth remained an important contributor to brand awareness, with 13% of respondents using it. According to DoubleClick: “No matter how large the marketing budget word of mouth has more impact than any paid marketing in building awareness of products.”
DoubleClick claims that marketers should expect all forms of online advertising to have a greater impact on the purchase process over the coming years. The research concludes that it is no longer possible to look at the purchase process without considering the various forms of interactive marketing alongside television, print, radio and outdoor.
The Interactive Advertising Bureau today announced the appointment of former ITV and Pearson chief executive, Richard Eyre, as its chairman, as part of its ongoing drive to double the share of internet advertising from 1% to 2% by autumn next year (see IAB Appoints Eyre To Drive Growth Of Online Advertising).
DoubleClick: 020 7399 4400 www.doubleclick.com
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