Online Ads Drive CPG Sales
research from comScore and dunnhumbyUSA has found that advertising online
will drive sales of consumer packaged
goods (CPGs) at or above the levels usually associated with television
a 12-week period, sales of CPGs advertised online grew at retail by nine
percent. This compares to the eight percent lift that Information Resources,
Inc. (IRI) reported in its How Advertising Works research report.
The number of campaigns run that showed a significant lift were higher
online (80 percent) than on television (36 percent), according to
figures from the two studies.
Fulgoni, executive chairman of comScore, said in a press release, “These
early results confirm the ability of online advertising to successfully
build retail sales of CPG brands on par with the impact of television advertising.
It is likely that the more precise targeting ability of the Internet –
especially in terms of accurately reaching the desired demographic segment
— is a key reason for its effectiveness. That is meaningful in and of
itself, but when you take into account the fact that online advertising
is generally less costly than television, these results take on even greater
there is no doubt that advertising can increase sales, measuring that effect
is very hard to do. comScore and dunnhumbyUSA’s robust methodology has
without question achieved that goal and puts online display in the select
club of media that can generate measurable sales in the short-term and
build brands in the long term,” said Hernan Lopez, COO, Fox International
Channels and dot.Fox Networks.
Pearce, senior vice president and chief marketing officer at Del Monte
Foods, said, “The study results represent very encouraging news for CPG
marketers online and offline because the data confirms the ability of online
marketing to drive results offline at the shelf level.”
Questions: What do you see as the implications of the comScore and dunnhumbyUSA
research? Will we see marketers moving significant ad dollars away from
television to online?