The Silent Click

Interesting stats about the marketing value a banner delivers beyond just the "click." Take the information with a grain of salt -- after all, the study was commissioned by the OPA (Online Publishers Association) an organization whose best interest is to promote the sale of banner ads.

The OPA's position is that, just because a web visitor didn't click on your banner doesn't mean your money was wasted. Study findings include...

• One in five conduct related searches and one in three visit the brands’ sites
• Users spent over 50% more time than the average visitor to these sites and consumed more pages
• Users spent about 10% more money online overall, and significantly more on product categories related to the advertised brands
• Higher income audiences visited the advertisers sites

The study was conducted by comScore–and assessed 80 of the biggest branding campaigns across 200 of the most trafficked sites. Here's a link to the OPA press release about the study.