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Who knew display ads might actually be useful? A new study from Yahoo and comScore finds that online display ads produced 11% lift in dollars spent in in-store conversions. Search ads yielded a 26% lift in dollars spent.

Most impressive, however, was the result from a combination of search and online display ads: a 83% lift in dollars spent in later in-store conversion. The combination also increased incremental in-store revenue 90% (as opposed to 43% with search-only ads and 15% with display-only).

Display ads were also found to increase page views 37%—comparable to search ads’ effect (46%). Together? 68%.

Finally, MediaPost reports:

The study also found that a joint display and search campaign was more effective at converting online researchers to in-store purchasers–as the combination pushed 43% more in-store purchases than search (26%), or display (6%) alone.

The study, “From Clicks to Bricks: The Impact of Online Pre-Shopping on Consumer Shopping Behavior,” was based upon eight months of data from 175,000 comScore participants, and five major retail stores including JC Penney and Office Max.

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