ClearSaleing media attribution research: The return of display and its reemergence as

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ClearSaleing, one of the key media attribution providers, just released an interesting new research study hinting at the return of display advertising and its reemergence as a key revenue driver (as long as companies can accurately track display impact).

Granted, this is probably old news for advertisers that have already reached a point of diminishing returns in channels such as paid search a while ago and are now heavily relying on display ads to continue to grow. However, what might still be news is exactly how much revenue they might have been missing out on by only optimising for the last campaign touch point or the 'last click' before a sale which misses 9 out of 10 ad engagements and is unlikely to be a display ad.

The ‘last-click gets all the credit’ attribution model introduced by Google and favoured by so many others over the years is just not representative of how consumers interact with advertising, which is especially true for display ads that are hardly ever clicked on but nevertheless significantly influence consumer's purchase decisions over time.

To shed some more light on this issue, ClearSaleing analysed over 1.1 billion impressions, 81.5 million clicks and 3 million conversions between January and April 2011 and found that multi-step purchase paths (as opposed to last click only) are responsible for a full third or 36% of total revenue - and exactly that revenue is threatened (or unrealised) if your company only relies on last click attribution. In addition to the above, it also seems that multi-step purchase paths are likely to increase average revenue per order by 41% which is another great reason to invest in display advertising.

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