Response Rate Report 2024

ANA Response Rate Report 2023 Chapter 5: Digital Display Ads

Primary Purpose of Digital Display by Campaign Type CHART 32

N = B2B (8**), B2C (9**), Split B2B/B2C (11*) *Small base **Very small base

Mostly or entirely B2B

Mostly or entirely B2C

Split between B2B and B2C

56%

55%

50%

38%

27%

22%

12%

11%

11%

9%

9%

0%

0%

0%

0%

To Make a Direct Sale

To Generate Leads

To Increase Brand Awareness

To Engage Prospects

To Drive Traffic to Retail Locations

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

Insight: Each campaign type has a different primary purpose. None are higher than making a direct sale in B2C campaigns and generating leads for mixed B2B/B2C campaigns.

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