Getting in front of consumers online is vital for offline success. Online exposures influence purchasing behavior -- regardless of where the purchase actually occurs. Research indicates that being seen online creates sales offline. For retailers, the majority of in-store sales are influenced by digital media. This influence is likely to extend to other types of businesses as well -- including service providers and B2B companies.
According to ComScore, search exposures generate an incremental sales lift of 82%, while display ads provide a lift of 16%. When used together, advertisers can realize a lift of 119%. It's important to note, however, that display ads can have a greater impact because the volume of exposures is much higher. Search exposures are scarce -- and as brands emerge they become even more scarce.