Summary.
Reprint: F0804H Advertising on the internet increases sales in brick-and-mortar stores even more than it does online. Individually, search ads and display ads have the power to drive purchases, but they get the best results when used together in a single campaign.The internet is widely considered the most measurable of advertising media, but those easily tracked click-throughs and e-commerce sales don’t tell the whole story. Far from it. Internet advertising stimulates off-line sales, too—in most cases, our firm finds that online campaigns increase sales more at advertisers’ retail cash registers than on their websites. Data like that should embolden executives to shift ever more dollars to online advertising.