Online ads give brands a bigger sales...
20.08.09
Online ads give brands a bigger sales assist than TV, comScore study says
Online advertising of consumer products boosts sales at a higher scale and faster than comparable TV advertising, according to a recent study by comScore Inc. on behalf of DunnHumby USA, a marketing intermediation for consumer goods manufacturers and retailers.
ComScore monitored the online behavior of 200,000 members of its consumer panel, all of whom be a part of to supermarket loyalty programs, to determine how online marketing affected their purchasing.
Over three months, online ad campaigns with an generally reach of 40% of their target segment grew retail sales of the advertised brands by an standard in the main of 9%, comScore reports, compared to an average lift of 8% for TV advertising in a year, as precise by Information Resources Inc.
ComScore examined the retail purchasing behavior of the 200,000 panelists by measuring their in-stock purchases as recorded through point-of-sale UPC scanners when panelists presented
Source: InternetRetailer.com