NEW YORK, NY – The Online Publisher’s Association (OPA) released a new research study, “The Silent Click: Building Brands Online,” which will be unveiled during the “Eyes on the Internet” tour kicking off in San Francisco on June 18th. Throughout the tour, the OPA will address the findings and host panel discussions with senior agency and marketing executives about effective ways to measure the impact of branding campaigns beyond the click.

The study, conducted by comScore, assessed 80 of the biggest branding campaigns across 200 of the most trafficked sites over a month’s time analyzing consumer behaviors of those Internet users who were exposed to display advertising. “The Silent Click” measured three consumer actions: 1) searches conducted related to the advertisers’ brands; 2) site visitation, the traffic driven to the advertisers’ site and 3) consumer spending, the e-commerce transactions related to the advertisers’ brands. For consumers exposed to brand display ad campaigns, the research found that:
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