Point of sale data collected from Nielsen BookScan shows that Verso Reader Channel campaigns have a strong positive effect on book sales. A Verso Reader Channel study of the first thirty five Reader Channel campaigns shows a statistically significant .588 correlation between weekly sales increases (based on BookScan unit sales data) and number of impressions delivered via Reader Channels campaigns.
As the above graph demonstrates, there is a clear inflection point at the 1.5-2.0 million impression level. This means that campaigns that deliver 1.5 million or more impressions ($10,000 spend at the standard $6 CPM) yield dramatically improved results.
This study also shows that total impressions are a more important metric than click-through rates. The individual ads might not result in an immediate purchase or click, but the impressions increase buyer’s awareness. This supports what we found with recent campaigns in which average to below-average CTRs produced outstanding results in terms of site visits, awareness and, most important, sales.