The Touchpoints IV Survey (.pdf file) reveals that online consumers are more likely to “view through” an online advertisement than click one. That is, a “view through” is when an text or graphical based advertisement online causes someone to visit that sponsor not directly through a click but later through an online search or direct URL write-in.

Some interesting highlights of the study are presented below;

- 61% of respondents said they see web ads, do not click on them, but several hours or days later they are likely to visit the advertiser.

- Only 30% of respondents would click directly on a text or graphical banner to visit the advertisers.

- 67% of those surveyed said they see online ads and will later visit the physical store due to the ad.