Response Rate Report 2024

ANA Response Rate Report 2023 Chapter 5: Digital Display Ads

Primary Purpose of Digital Display CHART 31

N = 28

To drive traffic to retail locations

7%

7%

To make a direct sale

39%

To generate leads

21%

To engage prospects

26%

To increase brand awareness

What is the primary purpose of your digital display advertising campaigns?

Insight: The primary purpose of digital display advertising campaigns is generating leads, posting an 11-point increase from the 28 percent who did so in previous study.

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