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Are brands seeing a halo effect from ads on retailers’ online platforms?

January 8, 2021

Through a special arrangement, presented here for discussion, is a summary of Kiri Masters’ recent Forbes article. Kiri is founder of Bobsled Marketing, a digital agency that helps brands to grow their sales on Amazon, Walmart and Instacart.

As advertising dollars have shifted from traditional media to digital platforms run by retailers, consumer product brands have speculated that there is a “halo effect” happening — boosting sales far beyond the online retailers where the brand is advertising its products.

A new study from The Digital Shelf Institute, “The Full Revenue Impact of Retailer Ad Platforms,” found a favorable reach. Using insights and anonymized data from dozens of e-commerce and leading CPG brands, the study found:

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