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Mediative Releases Research Findings of How Online Retail Display Advertising Impacts Consumer Purchasing Behaviour (featuring Walmart.ca)(June 18, 2012)
MONTREAL, QUEBEC -- (Marketwire) -- 06/18/12 -- Mediative, a digital marketing company, compiled research that highlights how retail display advertising has the potential to drive significant online business to a particular brand or product, as well as have a positive influence on offline consumer purchase behaviour. Using Walmart.ca as a test environment, the study collected quantitative data that helps brands and digital advertisers enhance their exposure and better target consumers.
"While click through rate is important, it should not be the only measure of success, especially for retail sites," stated Mediative's President, Patrick Lauzon. "Display advertising can build positive associations, attitudes and preferences for brands, and influence a purchase without necessarily generating a click on the ad."
With Walmart.ca as a test environment, Mediative measured how online display advertising influences buying and brand decisions made by shoppers at the point of purchase. 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.
Nine hundred thirty three (933) respondents participated in a rigorous research methodology generating data for potential clicks that can be captured by display advertising at-retail, in addition to potential brand lift resulting from display advertising at-retail.
Some key metrics included:
-- Percentage of Total Clicks by Placement -- Traffic Changes at the Product Level -- Lab Study Eye Tracking Results -- Brand Affinity -- Brand Impression -- Purchase Intent
Some key findings included:
-- Display advertising that is related to the intent of the visitor can drive up to 48.1% of traffic on product specific pages. -- When advertising is related to visitor intent it can capture up to double the clicks when compared to unrelated display advertising. Even display ads that are unrelated to visitor intent capture a significant number of clicks (up to 20%) and attention, and can therefore influence purchase behaviour for brands that are not necessarily sold by the retailer. -- An IAB skyscraper that is matched to the intent of the visitor can drive 7x more clicks than one that is unrelated to intent. -- When a display ad is relevant to the visitor's intent, up to 87% of visitors to the page viewed it. -- Banner display advertising that is related to the intent of the visitor has the potential to be the first area of interest that is viewed on a page. -- When the skyscraper ad is matched to the intent of the visitor, the percentage of people who look at it can be up to 10 times more than the number who actually click on it. Display ads, therefore, are viewed and noticed even if that does not translate to a click. -- Brands that are shown in display ads on retailers' specific category pages could receive up to a 60% increase in brand affinity, while brand affinity of competing brands could decrease by up to 33% .
As part of the study Mediative also captured some information about online, and offline buying behaviours of potential Walmart customers, the results of which strengthen the argument that digital advertising plays a pivotal role in driving purchase intent online and at store level.
-- 95% of respondents research a product online before going to the store to make a purchase. -- Over 43% of respondents had made an online purchase three or more times in the three months prior to the survey. -- 73% of respondents say one of the reasons they visit a retailer's website is to research prices. -- If a retail website does not feature the products that the visitors are looking for they will go to another website.
The research includes a case study that illustrates how a successful at-retail campaign can positively impact retail sales. To download a full copy of the study, click here.
In partnership with Mediative, Walmart.ca provides advertisers with a unique reach to 3 million unique Canadian shoppers per month.
Walmart Canada operates a growing chain of discount stores and supercentres with more than 330 locations nationwide serving more than one million customers each day. With nearly 90,000 associates, Walmart Canada is one of Canada's largest employers and is recognized by Waterstone Human Capital as having one of Canada's top 10 corporate cultures. In 2011, Walmart Canada extended their everyday low price offerings online in a continued effort to simplify shopping for the Canadian customer.
Mediative is a digital marketing company providing performance services and access to media platforms. Organizations who want to significantly enhance their digital presence and influence buyers turn to Mediative to help generate revenue by quickly moving their targets from awareness to purchase. Location and research-based data fuels Mediative's insight, which is leveraged across consultative performance services, online properties, and location-based marketing platforms in the dynamic digital world. With precise and unmatched knowledge of how "shoppers and clients buy", Mediative takes a consultative and holistic approach, based on their people's passion for insight and results, to provide the outcomes marketers and businesses need now, and for the future. Mediative has over 150 employees across four Canadian offices: Montreal, Toronto, Kelowna and Vancouver. For more information, visit www.mediative.ca.
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