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On Thursday 18th August, Microsoft Advertising presented at the IAB Retail Conference alongside Tribal Fusion, Criteo, Everything Everywhere, Efficient Frontier, Yahoo!, Unruly Media, FreshNetworks and Commission Junction.
Research Manager, Tim Lumb, delivered a session on the New Shopper Journey, a piece of retail research that Microsoft Advertising commissioned with Carat.
Key findings of the report include the importance of bought and owned digital media amongst home electronics researchers in particular, where 74% of UK shoppers use the internet to research purchases and 16% use their smartphones while shopping, predominantly to compare prices. The role of one to one conversations via landline phone, mobile or email in driving word of mouth has also been identified as a key factor in determining purchase choice. Further details on the full research report can be found here, and you can read more about these vertical industry insights in a previous blog entry
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