August 17th, 2009
Bad news for TV as studies show online ads are more effective
This is not good for TV. comScore and dunnhumbyUSA today released the results of studies showing online advertising is as effective as TV advertising in building retail sales of consumer packaged goods.
Over the course of twelve weeks, online ad campaigns with an average reach of 40 percent of their target segment successfully grew retail sales of the advertised brands by an average of 9 percent. This compares to an average lift of 8 percent for TV advertising as measured by Information Resources, Inc. (IRI)
Internet advertising is so much less expensive than TV - plus you can track how many people watched it, how many clicked through, and collect a whole lot of related data that TV advertising doesn’t provide.
These studies will accelerate the shift from TV, radio, magazine and newspaper ads to online sites.
More information here: http://bit.ly/34dQxU.
Tom Foremski reports on the business and culture of Silicon Valley at the intersection of technology and media. He also writes at Silicon Valley Watcher. See his full profile and disclosure of his industry affiliations.
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