13 million times a day, a product is sold, a white paper is downloaded, some personal information is taken. In short, some exchange of value takes place — at huge, mind-boggling scale.
Retailers typically measure online ads with online results: cost per click, cost per action, cost per sale. But Helsinki-based shopping analytics firm RapidBlue recently tested the effects of online ads on offline sales. And, surprisingly, it found a strong correlation: double-digit increases in both the number of shoppers and the amount of time they spent in store when stores ran Google AdWords campaigns.
Everyone seems to be chapping Yahoo’s hide these days, including even Yahoo itself — or at least one very audible Jerry Maguire over there. However while many large companies could benefit from more focus and cost-cutting, neither issue is really at the core of the company’s problems. Yahoo is still #1 in both users and page views, and will remain a leading internet property for the foreseeable future. And though some critics contend Yahoo is spread too thin, most businesses would kill to have Yahoo’s broad diversity of content and commerce properties and worldwide brand recognition.