Google: The Role of Search in IKEA’s Sales

Posted by IAB Australia On June 20, 2012 Research & Resources

The objective of the study was to understand the effect of marketing on IKEA’s sales in Italy, with a particular focus on the synergy between online and offline media activity and the effectiveness of paid search. IKEA’s sales drivers were isolated and quantified using econometrics models showing that 9.7% of total sales are influenced by controllable marketing factors.

Key findings:

  • TV advertising has the greatest impact but paid search is the second highest marketing driver of sales
  • Paid search is more effective at driving sales than banners
  • TV and paid search work in conjunction to boost sales


IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.