The study, “The Silent Click: Building Brands Online,” was conducted by comScore in winter 2009 among its users. It analyzed consumer behavior in response to 80 display advertising campaigns, including efforts from such b-to-b brands as Dell, H-P and Oracle, across 200 of the Internet’s most-trafficked sites.
“Potentially a better way to look at the role of display advertising is in building brands,” said Pam Horan, president of the OPA.
The study found that consumers exposed to the branding ads spent 55% more time on an advertiser’s Web site than the average consumer. Those exposed to the branding ads spent 7% more on e-commerce in the product category than unexposed consumers. And consumers exposed on business news Web sites spent 26% on e-commerce than unexposed consumers.