For brand advertisers, much of digital display advertising focuses on two primary goals: building awareness or driving traffic. Over the years, brand marketers have invested billions with agency partners to create dynamic campaigns with success metrics set around one of these goals. However, as digital advertising matures and advertisers grow savvier, they're beginning to question results.
"Online commerce has grown by leaps and bounds every year as more and more consumers become comfortable with the online shopping process and more retailers facilitate the process by offering benefits like free, fast shipping and easy returns. However, brick-and-mortar purchases still account for over 90 percent of all retail sales, and the in-store experience often plays a significant role in brand affinity and in driving sales.