Digital Exposures Impact Offline Sales

Daniel Yonts

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.

Online advertising inluences offline sales

Online exposures influence retail purchases

About Daniel Yonts

Daniel Yonts is a leader in Digital Marketing and Technology. He's led the Digital efforts of national retailers, distributors, manufacturers, tourist boards, financial services companies and government. Daniel has taught Advanced Internet Marketing Strategies at the graduate level and his work has appeared in books, industry publications and the results of clients. His passion is helping companies and professionals to succeed online. was developed using's knowledge management platform. It allows users to manage learning and research. Visit defaultLogic's other partner sites below: : Music Genres | Musicians | Musical Instruments | Music Industry