The results of the survey show that, on average, consumers who saw ads on related retail sites were 18 percent more likely to find the ad relevant, 20 percent more likely to click, and 21 percent more likely to purchase—either online or at a store—compared to when they saw ads on a content-provider site.
"This study validates a strong consumer preference for advertisements in the retail environment, when people are actively shopping and most interested in information that may aid a purchase decision," said Jim Barkow, general manager of Bazaarvoice Media.
"The results illuminate the opportunity for the digital advertising community to improve brand consideration and purchase intent by targeting the consumer in the retail experience. Although Shopper Media has only recently entered the advertising mainstream, we can now directly show its potential influence on consumers."
Conducted in September 2013 by Wakefield Research among 2,000 U.S. adults, the Bazaarvoice Shopper Media Survey also shows that, when ads are displayed on retailer websites, the positive impact on click-through and purchase intent can be seen across a range of industries, including:
- Apparel: For products such as clothing and footwear, consumers, on average, were 23 percent more likely to click an advertisement and 20 percent more likely to purchase the product.
- Consumer Electronics: For technology purchases such as a printer or TV, consumers, on average, were 18 percent more likely to click an advertisement and 22 percent more likely to purchase a product.
- Home & Kitchen: For products such as kitchen appliances or home furnishings, consumers, on average, were 27 percent more likely to click an advertisement and 21 percent more likely to purchase an item.
These statistics highlight the opportunity for Shopper Media networks such as Bazaarvoice Media to help brand advertisers influence shoppers throughout the path to purchase while helping retailers monetize site traffic.
Bazaarvoice Media connects brands with consumers who are in the path to purchase—across retail sites, shopping comparison engines, and mobile shopping apps. The company's network of active shoppers enables brands to reach consumers with the right message in the right context, while they are actively shopping.
"Consumers' fundamental shopping and buying needs, expectations, and behaviors have changed," said Jon Anselmo, executive vice president and managing director, Digital Innovation, MediaVest.
"The increasing amount of pre-purchase research online and with mobile devices in-store means it is now more important than ever for advertisers to be as close as possible to key purchase points of research and transaction."
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