Massive Yahoo Retail Study Affirms ‘ROBO’ (Local) Consumer Behavior
August 1st, 2007 by
Earlier this week Yahoo released the results of a major study of online advertising and consumer retail purchase behavior. Conducted in conjunction with comScore between April, 2006 and January, 2007, the study sought to quantify “the impact of search marketing and display advertising on consumer shopping behavior and the in-store sales of major retailers.”
It measured the influence of paid search and display advertising in isolation, as well as the impact of integrated search and display campaigns. Subsequent consumer purchase behavior was tracked at five major US retailers.
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