Research: The Impact of Display Advertising At-Retail on Influencing Buying Behaviour




Advertising at-retail has the potential to drive significant business to a
particular brand or product, as well as having a positive influence on offline consumer purchase behaviour.

  

The objective of this research study was to measure how online display advertising influences buying and brand decisions made by shoppers at the point of purchase.

 

  

Online display advertising at-retail is an established shopper marketing strategy for digital advertisers. Brands that advertise at-retail are able to control their exposure throughout the purchase funnel and target consumers shopping with intent to buy products in targeted retail categories.

 

 

This study, using Walmart.ca as a test environment, was designed to collect quantitative metrics measuring:

  

• Potential clicks that can be captured by display advertising at-retail.
• Potential brand lift resulting from display advertising at-retail.

  


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