The question of how online advertising is driving offline sales is not a new one. The interaction between on and offline and across devices can be clearly seen when studying the role of Google search in a journey to purchase. Google’s 2013 Mobile Planet research uncovered that after performing a location-based search on their mobiles and deciding to purchase, 27% of Australians will choose to switch to their desktops to convert, and 31% will convert in a brick and mortar…