• October 14, 2011

A new study of multiple CPG online ad campaigns shows that these campaigns contributed to an average lift o 21% in in-store sales, reports Drugstore News.

The study, by ComScore and DunnhumbyUSA, found that five out of every six online campaigns generated a sales lift from exposed households, 70% of campaigns generated a double-digit sales lift, and more than 40% of campaigns generated lifts of at least 30%.

This study and several years of studying advertising effectiveness for CPG brands have made it clear that online ad campaigns “should be an integral part of any CPG marketer's integrated communications strategy" for driving sales in bricks-and-mortar stores, summed up ComScore chairman Gian Fulgoni.

Retail sales were measured by analytically linking the comScore’s panel of 1 million U.S. Internet users to their anonymous loyalty card in-store purchase data, provided by DunnhumbyUSA. The impact of online advertising campaigns was measured by comparing the in-store brand buying of households exposed to online advertising with that of households not exposed.