Study: Advertising networks can accelerate online sales

Online advertising networks could become a boost to etailers heading in to the busy holiday shopping season. According to a recent case study from Channel Intelligence, advertising networks can help to accelerate online sales; sometimes by as much as 50%.

by Kristina Knight

Channel Intelligence studied how etailer B&H Photo Video used Channel Intelligence's online advertising network to generate higher quality lead generations. B&H used the ad network to get consumers directly to their online storefront from manufacturer's websites or product pages.

They found that year over year (YoY), referral sales accelerated by more than 50%; high quality lead referrals from manufacturers grew by 35%. Because consumers were given a direct link, they could quickly complete purchases with in-stock products.

This is another sign that etailers need to make the online shopping experience as simple as possible. Including great content and information is necessary but consumers should not have to click through several pages to reach a shopping cart, add another product or check out of the store. By having direct links, marketers not only reduce the number of clicks, but also keep the consumer at their most interested because they aren't being distracted by extraneous information or other products.