A recent study published by ComScore and its research partner dunnhumbyUSA, shows that consistent online advertising can actually lift retail sales in the CPG industry by 9% over a 3 months period and contribute more to brand building than TV ads (+8% over a 12 months period according to an Information Resources, Inc. report.).
“These early results confirm the ability of online advertising to successfully build retail sales of [consumer packaged goods] 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. That is meaningful in and of itself, but when you take into account the fact that online advertising is generally less costly than television, these results take on even greater significance,” said Gian Fulgoni, Executive Chairman of comScore
Let me know how does your marketing-mix looks for the remaining part of 2009, you may bend it to more of the web?
It’s been a while since we didn’t bend back on numbers. Here are some good news on the online ad spend for 2007, coming from emarketer.com, that I wanted to share with you. If you don’t want to read it all, here is a quick summary:
- eMarketer is raising its 2007 forecast from $19.5 billion to $21.7 billion i.e. from 18.9% to 28.6% growth closer to the 30% growth seen for the last 3 years
- they even see 2008 stronger with 30% growth to a total $28.8 billion, thanks to the US presidential elections
- 2009 will slow down a bit to 18.1%,
but hey they’ve been pessimistic for 2007 so let’s wait and see. Here is the quote I like most:
” Online advertising as a share of the total media budget will surpass radio this year, eMarketer said, and top 10% next year.” — Advertising Age, June 2007
Come on, one last to hit the road: WW user-generated content sites will earn $1.6 billion in ad revenue for 2007 moving to $8.2 billion in 2011, predicts eMarketer. Marketing 2.0 finally makes money, isn’t it?