By David Kirkpatrick

Dive Brief:

  • Digital commerce and content company Purch teamed up with comScore for research that tracked 3,000 technology purchases over 90 days across a number of data streams, including search, e-commerce, content and ad exposure.
  • One finding from the study indicates marketers could improve their digital advertising strategy – 52% of ad impressions happened after the consumer already made their purchase.
  • Tech media sites were the most-consumed content throughout the buyers’ journey, and reviews were read 80% more than tech news.

Dive Insight:

“The data showed a disconnect between when people are searching and when they’re being served ads. Search activity heats up in the 30 days leading up to a purchase, but more than half (52%) of ads are served to consumers post-purchase,” Erin Kapczynski, vp of marketing at Purch, told Marketing Dive about the report.

Read the full article here: http://www.marketingdive.com/news/52-of-ad-impressions-happen-post-purchase-study/410490/

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