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by Stephen Logan on 19th August 2009
Could online advertising really be more effective than televised campaigns? Well, according to comScore’s latest research, it is, well at least for Consumer Packaged Goods (CPG) at any rate.
The study found that the Internet was capable of boosting retail sales by as much as 9% where campaigns were able to reach at least 40% of their market audience. That might sound a little tenuous, but by the same measure, targeted television advertising was only able to generate 8%; showing that whilst costs may be different, the outcome certainly isn’t.
The major advantage of online advertising is its flexibility. You can focus your campaigns at the exact search terms and demographic that your company is marketing for, helping to ensure that budgets stretch further. You don’t have to cough up huge amounts either at the offset. With paid advertising online, you just pap per click, helping to ensure that you are reaching your target audience only.
In the case of CPG, this flexibility is no doubt even more useful. Consumer goods tend to have variable offers and promotions, with some running only for a limited fixed term period. With Internet advertising you can adjust ad text to or even create a whole new advertisement to reflect these variations. Television on the other hand is a little more rigid. Whilst you can make a number of adverts, the cost involved can soon spiral, which puts many companies off, certainly those selling the cheaper CPG items.
There’s very little trackability too with television advertising. Whilst you can monitor basic trends, it isn’t always easy to pinpoint exactly where customers come from and how they became aware of your services. On the Internet, everything is laid out. Analytics and advertising packages combine to create a complete system whereby you can track each and every visitor and how they used your site; including, of course, conversions.
The news though gets better still for advertisers online; because not only did actual sales lift by 9%, campaigns that showed a visible lift were up by 80%, far surpassing television’s 36%. Whilst the absolute accuracy of some figures may be questioned, clearly the trend shows that advertising on the Internet is just as successful, if not more so than on television.