Online advertising is found to improve in-store sales of consumer packaged goods (CPG) in the United States. comScore, Inc. which is a global leader in measuring the digital world and dunnhumbyUSA which is a global leader in building brand value for consumer goods and retail companies conducted a two year study from 2008 to 2010 in US to measure the impact of online advertising on the offline or in-store sales of consumer packaged goods. The results are analyzed by a comparison of the in-store brand buying of households exposed to online advertising with that of households which are not exposed to it.
About 21 percent lift in median in-store sales was evident with CPG brand online advertising campaigns. For every six campaigns, five generated a positive sales lift. A double-digit sales lift resulted from about 70 percent of online ad campaigns and more than 40% generated lifts of at least 30 percent. It is, therefore, evident from the study that online advertising play a significant role along the path to purchase.
Effective online advertising shows a great impact on a wide range of audience. It increases awareness, favorability and purchase intent, thereby increasing the in-store conversion. So, any CPG marketer’s integrated communications strategy should include online ad campaigns. The impact of online display ads lasts longer even beyond the web browsing session, which encourages the consumer to opt the respective brand households from offline stores.
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