Case Study: Using Online Ads To Generate 55% Lift and 35% Incremental Offline Sales

Challenge

Accordant Media set out to examine the relationship between online ads and offline sales. Our research examined the relationship between programmatically-purchased digital ads and offline conversion events to understand the incremental impact programmatic advertising has on offline sales throughout the entire purchase funnel.

Solution

To examine the relationship between online ads and offline sales, Accordant deployed the following methodology:
  • We utilized offline-to-online cookie-matching data to translate offline sales to online cookies
  • We then matched those cookies to users exposed to our campaign.
  • This process provided us with users who were both exposed to our digital campaign and made an offline purchase (the test group).
  • We then used a proprietary methodology to identify a commensurate sample of cookies that matched campaign targeting criteria — but who were not exposed to our ads.
  • This process provided us with a group of users who were not exposed to our campaign, but still made an offline purchase (the control group).
  • We compared the conversion rates of the control group and test group through all phases of the funnel to identify lift and incrementality.
  • Results

    Accordant accurately measured the relationship between online ads and offline sales throughout all stages of the funnel:
  • Users exposed to our digital campaign had a 55% higher conversion rate than those not exposed
  • The digital campaign generated 35% incremental offline sales
  • The digital campaign drove an increase in lift and sales through all three stages of the funnel