It is no secret that the combination of paid media (in advertising) and earned media (news stories, social media) boost brand awareness and favorability. But as eMarketer reports, the combination also raises order sizes and revenue per click.
Analytics and attribution solution provider ClearSaleing conducted a study of consumer exposure to a combination of paid, owned and earned media. The study revealed that when consumers are exposed to social media on top of other online ad formats and marketing channels (e.g., search engine ads, email direct and display ads), the average revenue per order for U.S. advertisers was $280.71—considerably more than the average $135.37 average for all digital channels.
ClearSaleing observed that consumers use social media and comparison shopping engines for larger purchases (e.g., major appliances) , which could contribute to the higher average revenue per order. Also true, ClearSaleing tracked display interactions by view-through activity versus by impressions alone, which lends credibility to display ads as having significant influence upon consumers.
