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What’s in the news this week: Study proves ROI of online ads

E-consultancy have reported that an IAB study involving Unilever and Nestlé has revealed the extent to which online display ads drive sales of brands both in-store and online.

Ads for nine brands were tested across mainstream desktop and mobile sites, including the likes of Guardian and eBay. The study analysed the purchasing behaviour of those who received ads compared to those who didn’t. Results found that for every £1 spent on online display ads delivered an average of £1.94 in sales across all supermarkets, with one brand in particular generating a £3.38 return.

The biggest takeaway from the study was that the vast majority of the sales attributable to the online ads happened in-store, highlighting the power online ads can have on offline shopping behaviour.

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