Shopping Analytics Firm Says Online Ads Positively Impact Offline Sales

By Karla Robinson
July 24, 2012

A new study from analytics firm RapidBlue has found that online ads have a strong effect on offline sales, showing “double-digit increases in both the number of shoppers and the amount of time they spent in the stores when stores ran Google AdWords campaigns,” VentureBeat reports.
“In fact, we found that the brick-and-mortar impact of online ads could be bigger than their online impact,” explains RapidBlue chief operating officer Sampo Parkkinen.
The findings should be comforting to offline retailers competing with competitive pricing from online giants like Amazon.
“We’re not really tracking the individual person,” says Parkkinen. “We’re installing our solution, which tracks mobile phones in retail outlets. Then we look at the sales metrics and how they’re fluctuating.”
“This result is astonishing and could upend the way the online advertising industry traditionally tracks costs and measures return on investment,” the article suggests, noting the success of ads are typically measured in terms of online results.

No Comments Yet