The recent findings of DoubleClick’s Touchpoints IV survey reveal that consumers are more likely to “view-through” an online ad, in which the user visits the site in question after viewing an ad, than to click on one, a trend that is set to pose a challenge to digital marketing analysts.
More than 60% do not click through
Possibly the most surprising result of the survey was that 61% of those taking part said that they were twice as likely to notice an online ad, and visit the site at a later date than to click on it (30%). An even higher percentage (67%) of the respondents said that they sometimes see an ad and then go to a shop to assess the product.
Difficult to measure
Since a “view-through” can occur moments after seeing the ad or even weeks later, it is especially difficult to measure. According to expert opinion, by failing to identify offline sales generated by this phenomenon many marketers might be underestimating the ROI of their campaigns, which is heartening for everybody concerned.
Purchase behaviour
Purchase behaviour varies greatly depending on the industry. Eighteen percent of those taking part in the study said that their decision to buy a new product was most influenced by web search results, while 15% cited seeing the product at a shop and 14% word of mouth as the most influential factor. While television ads still play an important part in ticket sales, investments and telecommunications, as regards air travel, accommodation and car rental, the web is by far the most influential medium.
As to ad formats, online video is the latest media trend, ranked on par with SMS messages. Besides film trailers, it is a tool that is becoming increasing more important in the promotion of luxury travel.
