Study: Retailers' online advertising does pay off

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Retail sites that run online ads attract more visitors who spend more time at their sites, according to a report being released on July 17 by Media Metrix unit AdRelevance. According to the report, there is a high correlation between online ads by retail sites and the number of visitors who visit at least three minutes daily. Visitors are far more likely to spend time at the top three most-visited categories of retail sites--books/music/movies; flowers/gifts/greeting cards; and computer hardware and software--as a result of having been exposed to online ads run by those types of sites.

Copyright July 2000, Crain Communications Inc.

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