August 15, 2008, 12:00 AM

Offline ads inspire consumers to go online to research and buy

66% of consumers responding to an offline advertisement visited the web site of the company advertised or a search engine to learn more, while only 14% called a phone number from the advertisement, JupiterResearch says.

 

No matter the venue, offline advertising is driving consumers online, new research shows. More shoppers are responding to TV, radio, print and other offline advertisements by visiting the advertisers’ web sites from computers and mobile phones as opposed to making a call, according to a survey by JupiterResearch.

66% of consumers responding to an offline advertisement visited the web site of the company advertised or a search engine to learn more, while only 14% called a phone number from the advertisement, the survey says. And 70% of those responding online did so in response to television advertising.

“Measurement of consumer response online sparked by offline advertising initiatives is a key variable to understand as advertising dollars migrate to online media forms,” JupiterResearch says. “Understanding the role offline advertising dollars have on online campaign results is paramount to overall budget and marketing planning.”

The survey also found that:

  • 62% of catalog recipients who place orders place them online versus 27% who call the number featured in the catalog.
  • TV and print ads are the most likely offline formats to drive online search response (70% and 57%, respectively) versus 32% for radio and 27% for direct mail.
  • Mobile technology is enabling consumers to react more to offline ads that are outside the home, with 66% conducting searches on their mobile devices in response to a magazine or newspaper ad.
  • 82% of offline advertising-inspired searches were conducted from home computers.
  • Women who search online in response to offline ads are more inclined to purchase the product online, while men are more inclined to conduct further research.

     

The survey of 2,460 U.S. online shoppers was conducted in April. It was commissioned by SendTec Inc., an online marketing firm. JupiterResearch is being acquired by Forrester Research, the companies announced recently.

 

 

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