Online marketing campaigns contributed to an in-store sales lift of 21%, according to an analysis of multiple consumer packaged goods online ad campaigns that was released last week by ComScore and DunnhumbyUSA. According to the report, 5-of-every-6 online campaigns generated a positive sales lift among exposed households. Approximately 70% of campaigns generated a double-digit sales lift, and more than 40% generated lifts of at least 30%.
The research validates the much needed integration between the First Moment of Truth for brands (FMOT) with the Zero Moment of Truth (ZMOT) -a strategy which has been further enabled by AaramShop for CPG / FMCG brands.
"Effective advertising has always been about increasing awareness, favorability and purchase intent in order to increase in-store conversion," stated ComScore chairman Gian Fulgoni. "After several years of conducting advertising effectiveness research for [consumer packaged goods] brands, we are learning how digital campaigns can lift sales in retail stores. It's now clear that online ad campaigns should be an integral part of any CPG marketer's integrated communications strategy."