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BizReport : Research archives : August 19, 2009

Study: Internet as effective for CPG as television

Holding off on an online campaign because consumer package goods (CPG) advertising performs better on television? Stop that thinking and start thinking online because a new study from comScore/dunnhumbyUSA finds that online advertising efforts are now on par with television. Researchers studied the purchasing behavior of two million online consumers to come to their conclusion.

by Kristina Knight

Over the course of the study researchers found that CPG brands found a 9% life in sales after an online campaign; for television, the lift was 8%. The television percentages were measured by Information Resources, INC (IRI).

Gian Fulgoni, executive chairman of comScore said, "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."

"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," said Bill Pearce, senior vice president and chief marketing officer at Del Monte Foods.

Further, researchers found that online advertising showed an 80% 'statistically significant lift' for campaigns versus a 36% lift for television.

Tags: comScore, CPG brands, CPG marketing, online advertising, television advertising

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