We're hiring

We love digital - Call
03332 207 677
and say hello - Mon - Fri, 9am - 5pm

Call 03332 207 677

Stephen Logan

Research Reveals Online Advertising is as Effective as Television

19th Aug 2009 SEO 1 minute to read

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.

ComscoreInternet

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.

Share this post

1 Comment

What do you think?

  • aspect-ratio answer-the-public-blog-feature-image
    Lola Michels

    How To Use ‘Answer The Public’ In Your Content Strategy

    A generally accepted fact in the world of Content Marketing is that being useful is one of the main criteria for achieving results with a content campaign.

    But how do you find out which questions your audience needs answers to?

    At Koozai, one of our starting points tends to be Answer the Public. (more…)

    Lola Michels
    25th May 2018
    Content Marketing
  • aspect-ratio traditional-vs-digital-pr-blog
    Vicky Taylor

    What Is The Difference Between Digital PR And Traditional PR?

    Digital public relations (digital PR) can be an effective way to increase brand visibility and drive more quality traffic to your website or landing page. But just what is digital PR and how does it differ from traditional PR techniques? Here’s an overview of the differences (and similarities). (more…)

    Vicky Taylor
    @vicky_taylor
    8th May 2018
    Digital PR

Digital Ideas Monthly

Sign up now and get our free monthly email. It’s filled with our favourite pieces of the news from the industry, SEO, PPC, Social Media and more. And, don’t forget - it’s free, so why haven’t you signed up already?
  • We’ve got some really cool stuff we want to share with you. So you don’t miss out, let us know which of the following you want us to email you about going forward:
  • This field is for validation purposes and should be left unchanged.