Quantifying the impact of advertising on online and offline behaviours

This paper details a study by News UK that aimed to quantify the correlation between what people read and their subsequent online behaviour, offline conversations and purchases in order to fully understand the impact of advertising.
  • News UK, comScore and Keller Fay developed a collaborative approach to better understand readers' habits and how advertising influences actions.
  • Advertising exposure on The Times demonstrated a strong correlation with brand advocacy, online behaviour and offline action when compared to a non-exposed control group.
  • Findings include that 95% of supermarket brand advocates were exposed to an ad for their preferred brand during the month....

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