News Brief

Coca-Cola: No Short-Term Sales Boost From Online Chatter

A Coca-Cola study has found that online buzz or chatter yields no measurable short-term sales benefit, while online display ads work about as well as TV, according to a C-C executive who spoke at the Advertising Research Foundation's Re:Think 2013 conference, reports Advertising Age.

As AA notes, this would seem a stunning admission from Coca-Cola, whose flagship brand has more Facebook fans than any other brand (61.5 million).

However, senior manager-marketing strategy and insights Eric Schmidt stressed that the finding relates only to "buzz," not sharing, video views or other aspects of social media. 

Schmidt also stressed that this was a single study on a set of brands within a particular company within a certain segment of the CPG industry, and is "by no means a generalized result that applies to all industries," Ad Age reports.

He also said that Coca-Cola is now looking to refine how it measures buzz -- for instance, its real reach, not just raw, publicly-available comments on social media platforms, as well as better refining positive versus negative buzz, which C-C found to be lacking in automated/vendor-assessed analyses by one vendor.

But C-C found digital display ads to be as effective as TV in generating sales, on a per-impression basis, Schmidt said. Search was 50% as effective as TV – about the same as out-of-home – with radio coming in between TV and search and print scoring slightly more effective than TV, he reported, according to Ad Age


Recommend (5) Print RSS
All content published by MediaPost is determined by our editors 100% in the interest of our readers ... independent of advertising, sponsorships or other considerations.