After reviewing the e-commerce studies we have run to date, we are starting to see an emerging trend whereby media placement instore is driving a greater halo impact on the overall brand, in comparison to e-commerce media where the impact on brand is less significant. To us, this isn't too surprising as in store you are often confronted with the wider brand range when picking up the product at fixture, whereas online it often requires more navigation to view the wider brand's product portfolio as there are multiple ways in which you can add a product to the basket - for example, searching for specific products or clicking on recently viewed or favourites, in which case you would totally bypass the wider product range.