ComScore releases results to demonstrate that online ads drive CPG sales
According to recent research, (see here) it has been proven that online advertising can improve sales on Consumer Packaged Goods (CPG) products, or rather online ads drive CPG sales. The marketing research company comScore have just released the results of the impact of online advertising on the sales of CPG products.
ComScore have conducted their research on the effectiveness of advertising using 1 million internet users. Certain internet users in particular regions are obviously affected by different types of online advertising, so the research was conducted mainly to see what effect it may have on people’s choices when it comes to buying CPGs.
Dunnhumby USA, a data analysis company also provided information for the study. The purchase data was compared to comScore’s digital measurements which showed that online advertising was more likely to have an effect on households that were exposed to online advertising than those that were not.
Interestingly, the research into the impact of online advertising has created a great view into what consumers need and want to buy. Although so much research has been done before to do with the effectiveness of advertising, it is this research in particular that is the most fascinating.
CPG Ad campaign trackings asserts that online ads drive CPG sales
The reason it is so fascinating is that we now have substantial proof that online advertising indeed increases CPG sales. The CPG campaigns show a median offline sales lift of 21 percent, and it is with this in mind that we can predict the buying behaviours of certain consumer groups. Five out of six households that were exposed to online advertising produced a positive sales lift.
During their studies, comScore and Dunnhumby anonymously targeted adverts at in-store brand buyers to see what the impact would be. The results showed that there was a 42 percent increase in sales from households that had been exposed to purchase based targeting online ads and a 21 percent increase to those who were exposed to non-purchase based targeting.
To put it in its simplest terms; online advertising can drive sales of your Consumer Packaged Products. It is studies such as these conducted by comScore and Dunnhumby that shows where we can focus our advertising. Instead of placing adverts that no one is going to see, online advertising is a great way of increasing revenues, and asserts the fact that online ads drive CPG sales.