The amount of consumer packaged goods (CPG) sales conducted online may still be small—about 2% of the overall category, according to Nielsen—but that doesn’t mean that online advertising should be low-priority. In fact, display ads have a lasting impact beyond a web browsing session. Their influence continues in-store.
A joint comScore and dunhumbyUSA study conducted over a two-year period found that there was a median 21% in-store sales lift among shoppers who had been exposed to online ads for CPG brands compared to those who had not seen them. Nearly one-quarter of campaigns received a boost of more than 40%.
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