Study: Online advertising for retailers just as effective as TV advertising
Online advertising has proven to be just as effective for retailers as traditional television advertising. With a nine percent increase in sales over a three-month period, online advertising for consumer goods is now delivering the same level of success for retailers as TV advertising.
Online advertising is proving to be just as effective for retailers as traditional television advertising. With a nine percent increase in sales over a three-month period, internet advertising is now bringing retailers the same success in consumer goods as TV advertising. According to the press release, this is the result of a series of recent studies by Comscore and Dunnhumby USA. While online campaigns brought the advertised brands an average increase in sales of nine percent, television advertising only achieved an average increase of eight percent.
The study examined advertising campaigns for various brands from consumer goods categories such as cereals, pizza, juice drinks, convenience products, pasta, tea, deodorants and toothpaste. Over an observation period of three months, the online advertising campaigns were able to increase sales of the respective brands in supermarkets by an average of nine percent. Around 80 percent of the Internet advertisements examined ultimately resulted in a statistically significant increase in sales. Studies on the effectiveness of television advertising carried out by Information Resources Inc (IRI) served as a comparison. This showed a significant increase in sales in 36 percent of the campaigns examined.
The study examined advertising campaigns for various brands from consumer goods categories such as cereals, pizza, juice drinks, convenience products, pasta, tea, deodorants and toothpaste. Over an observation period of three months, the online advertising campaigns were able to increase sales of the respective brands in supermarkets by an average of nine percent. Around 80 percent of the Internet advertisements examined ultimately resulted in a statistically significant increase in sales. Studies on the effectiveness of television advertising carried out by Information Resources Inc (IRI) served as a comparison. This showed a significant increase in sales in 36 percent of the campaigns examined.
