Tuesday, August 16, 2011

Online Ads Lift CPG Sales 9%, on Par with TV.

Online advertising can be as effective as television advertising in lifting retail sales of CPG brands, according to a study from comScore and dunnhumbyUSA.

The study, based on a 200,000 panel of consumers who were members of grocery store loyalty programs, indicated that online advertising lifts retail sales of CPG products by an average of 9%, compared to an average lift of about 8% from TV campaigns (measured by Information Resources, Inc. and published in their seminal research paper How Advertising Works).

The comScore dunnhumbyUSA research was conducted by examining the retail purchasing behavior of members of the comScore panel of 2 million internet users who have given comScore explicit permission to monitor their online behavior.

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