Not that we needed another research piece to show this, but a study released by ComScore & Dunnhumby in the US has found that consistent online advertising over a 3 month period boosts in-Store sales by up to 9%. This is in comparison to 8% lift for consistent TV advertising over a 12 month period.
The study shows that online advertising is more effective than TV mainly because of it's minute targeting capabilities (right consumer, in the right mind-set) and also the fact that it's still a much more cost effective advertising medium.
This is a no brainer for those of us who live & breathe the medium each day but for clients it's another story. I find that it's still an uphill battle to convince clients to use digital mediums to drive foot traffic in-store. So even though there have already been about a million similar studies in the past - each new one is a blessing for those of us in the battle fields.