A new study shows that advertising offline leads to searches online. This study at the center for media research showed that spending money on TV, Newspaper, Billboards and other outdoor advertising led to more searches online for the products.
According to a the “iProspect Offline Channel Influence on Online Search Behavior Study,” conducted by JupiterResearch, 67% of the online search population is driven to search by offline channels. It also revealed that 39% of online searchers who are influenced by offline channels ultimately make a purchase. This 39% conversion rate suggests a synergistic relationship exists between search and offline channels, concludes the study.
So basically the offline spend that you find is so hard to defend with your boss really does work. They just need to read the research!