Display ads are more than just a click
DM CONFIDENTIAL — Click-through rates, shmick-through rates – who cares about click-through rates?
Display ads are good for leading to direct actions, but they’re also important for building brands. This is nothing new, of course, but a recent panel study conducted by comScore and dunnhumbyUSA unveils even more support for this notion.
The study focused on the effectiveness of online advertising in building retail sales of consumer packaged goods (CPG) brands, “revealing that the Internet can be as effective an advertising medium as television advertising,” according to a comScore press release.
During 12 weeks, the two firms found that online ad campaigns with an average reach of 40 percent of their target audience led to a 9 percent increase in retail sales of the brands advertised.
TV advertising grew sales by 8 percent during 12 months in comparison, according to Information Resources Inc.
comScore and dunnhumbyUSA also note that 80 percent of online ad campaigns showed “statistically significant lift,” compared to 36 percent of TV ads.
“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,” said Gian Fulgoni, executive chairman of comScore.
“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.”
“The results should remind marketers that the click is not the only metric of success,” noted eMarketer in its discussion of the study’s results.
Mark Walsh at MediaPost notes that “CPG companies have traditionally lagged behind other sectors such as financial services and automotive. Last year, the CPG and food products category accounted for only 6%, or $1.5 billion, of the $23.4 billion spent on online advertising last year — up from 4%, or $925 million, in 2007.”
While there is pressure to focus more on clicks, it is easy to push against that tide by pointing to this and other studies that focus on the importance of online ads for building brands for later action and favorable impressions.
Courtesy of DM Confidential editor
Reader Comments.
No comments yet
Leave a Comment
Article Sponsor
More News
-
Loading ...
Latest News
- Infographic: HootSuite Analyses Social Media Impact of Super Bowl Ads February 7th 2012 ADOTAS - So, it’s the Tuesday after the Super Bowl, [...] more »
- Facebook to Serve Mobile Ads in Coming Weeks February 6th 2012 ADOTAS – According to a Financial Times report, Facebook will [...] more »
- Survey: 39 Percent of Mobile Users Responded to Super Bowl Ads Via Mobile February 6th 2012 ADOTAS - During the Super Bowl yesterday, mobile ad network [...] more »
- Sponsormob Leads the Way Into RTB for Mobile February 3rd 2012 ADOTAS – For more than half a decade, Berlin-based tech [...] more »
- Weird Study: Mobile Purchasing While in the Bathroom on the Rise February 3rd 2012 DM CONFIDENTIAL - According to 11mark, three-quarters of Americans with mobile [...] more »
- This Week’s New Hires February 3rd 2012 ADOTAS – Another week, another round of new gigs. Here [...] more »
- Two Surveys: What Are We Doing with Mobile Devices During the Super Bowl? February 2nd 2012 ADOTAS - With the Super Bowl fast approaching and the [...] more »
Features
- Rethinking the Online Advertising Ecosystem, Part One: Independent Publishers February 8th 2012
- Case Study: Social Ad Effectiveness February 8th 2012
- Video: “Build an SEO Foundation” Excerpt February 8th 2012
- Covering the Digital Buy: Super Bowl Winners and Losers February 8th 2012
- How Social Targeting Can Lead to Discovery February 7th 2012
Spotlight
Sponsormob Leads the Way Into RTB for MobileADOTAS – For more than half a decade, Berlin-based tech firm Sponsormob has remained relevant in an industry characterized by [...] more...
Reader Favorites
Classifieds
- PS Technical Writer - SEO Data Analyst
- Interactive Project Manager
- Media Buyer
- PHP Software Engineer (Facebook Platform/Social AP
- SEO/Marketing Internship at Green Education Startu
Recent Comments
- Andrew Boer: You have defined the problem clearly. To me the solution is pretty clear...you route
- John Pike: The main problem facing independent publishers is Google, which is lowering the page rankings of
- Grovo How To Do SEO Video Series – ReadWriteWeb | SEO Facts: [...] has built sites for some major retailers and teaches SEO at New York University,
- Video: “Build an SEO Foundation” Excerpt – ADOTAS | Best Electronics Reviews: [...] Video: “Build an SEO Foundation” Excerpt – ADOTAS « Santorum Delivers
