Internet advertising is just as effective, if not more effective, than traditional TV advertising, comScore has found in a recent study.
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 nine percent, says comScore. This compares to an average lift of eight percent for TV advertising as measured by Information Resources, Inc.
About 80 percent of the Internet campaigns showed statistically-significant sales lift, compared to 36 percent of the TV campaigns, comScore says.
The comScore research was based on results from 200,000 panelists who are members of supermarket loyalty programs and whose retail buying behavior was measured through point-of-sale UPC scanners when the panelists presented their membership cards at the checkout lanes of participating supermarket stores.
Those results are for campaigns supporting consumer packaged goods. It is not clear how business-to-business campaigns might compare.
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