Does a low level of clicks indicate that online display advertising has no impact on consumer behavior? The results of research conducted by comScore and presented in this paper show that this is not the case.


By examining 139 online display ad campaigns conducted across a variety of vertical industries, including Retail & Apparel, Travel, CPG & Restaurant, Finance, Automotive, Consumer Electronics & Software and Media & Entertainment, comScore has confirmed substantial effects. It’s clear that display advertising, despite a lack of clicks, can have a significant positive impact on:

• Visitation to the advertiser’s Web site (lift of at least 46% over a four week period)
• The likelihood of consumers conducting a search query using the advertiser’s branded terms (a lift of at least 38% over a four week period)
• Consumers’ likelihood of buying the advertised brand online (an average 27% lift in online sales)
• Consumers’ likelihood of buying at the advertiser’s retail store (an average lift of 17%)

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