Online ad campaigns recommended
Digital marketers have been given a telling insight into the relative effectiveness of web campaigns and TV promotions.
A joint study by business intelligence provider comScore and marketing specialist dunnHumbyUSA examined the effectiveness of different campaign media in improving retail sales of consumer packaged goods (CPGs) such as cereals, pizzas, snack bars, pasta and toiletries.
It found that an online strategy, comprising display ads and rich media, could boost CPG offline sales by an average of nine per cent over a three month period.
Another discovery was that a total of 80 per cent of all digital campaigns showed a statistically important hike in sales.
The study analysed the behaviour of 200,000 consumers registered with supermarket loyalty programs in America who remembered to present membership cards when making purchases.
Online ad campaigns that ran for 12 weeks with a minimum penetration of 40 per cent of their target audience were considered for the research.
The impact of TV ad campaigns
By way of comparison, the paper ‘How Advertising Works’ from marketing intelligence service Information Resources, Inc. stated that a 12-month TV campaign could boost CPG sales by eight per cent.
A statistically significant rise in sales was noted in just 36 per cent of cases.
Gian Fulgoni, executive chairman of comScore, commented on the implications of the study for marketers.
“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,” he said.
“When you take into account the fact that online advertising is generally less costly than television, these results take on even greater significance.”
Last week, Facebook claimed it had established itself as a leading website for clients looking to utilise social media.
It reported that more than four-fifths of the largest US companies in terms of overall adspend had a presence on its website.
