B2B Web Strategy Blog – eMagine

Beyond lead generation: Study shows Web advertising builds brands

June 26th, 2009 Posted by: Bill Gadless

Call it “the silent click”, if you will.  Most B2B marketers think of Web advertising only in terms of lead generation, and so may be short-changing vehicles that don’t fit well into that ROI model.  Now, along comes a study done by comScore last winter – in the teeth of the current economic doldrums – and released by the Online Publishers Association last week;  it shows that…

• buyers exposed to display ads spent 55% more time on the advertiser’s Web site than average; and
• those exposed to the ads on business-news Web sites spent 26% more on e-commerce than unexposed consumers.

Thanks to Sean Callahan for finding and summarizing the study in his BtoB Magazine piece.  Oh, and it did include some B2B names like Oracle, not just B2C as you might first suspect.  Hopefully this will embolden marketers to think beyond their click conversion rate… or, in the words of OPA’s President Pam Horan, “Potentially a better way to look at the role of display advertising is in building brands.”

Entry Filed under: B2B Web Strategy,Internet Marketing