comScore & dunnhumby USA released results of multiple studies measuring the offline sales impact of online display advertising for consumer packaged goods (CPG) advertisers.
Retail sales were measured by analytically linking the permission-based comScore panel of one million U.S. Internet users to their anonymous loyalty card in-store purchase data provided by dunnhumby USA; no identifiable personal data was disclosed.
By comparing the in-store brand buying of households exposed to online advertising with that of households not exposed, it was possible to determine the impact of online advertising campaigns. The results of the studies indicate that exposure to online display ads can lead to improved in-store sales for CPG brands.
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