Posts Tagged ‘Brands’

Online Advertising Offline Sales Lift Greater Than Television

August 17, 2009

comScore has released a study in conjunction with dunnhumbyUSA showing online advertising to be on par with television advertising in growing retail sales of consumer packaged goods brands.

From the comScore release:

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 9 percent. This compares to an average lift of 8 percent for TV advertising as measured by Information Resources, Inc. (IRI) and published in their seminal research paper “How Advertising Works.”

Offline Sales Lift

Offline Sales Lift

comScore Executive Chairman Gian Fulgoni had the following comments about the comScore/dunnhumbyUSA research:

“These early results confirm the ability of online advertising to successfully build retail sales of CPG brands on par with the impact of television advertising. It is likely that the more precise targeting ability of the Internet – especially in terms of accurately reaching the desired demographic segment — is a key reason for its effectiveness. That is meaningful in and of itself, but when you take into account the fact that online advertising is generally less costly than television, these results take on even greater significance.”

Hernan Lopez, COO, Fox International Channels and dot.Fox Networks commented:

“While there is no doubt that advertising can increase sales, measuring that effect is very hard to do. comScore and dunnhumbyUSA’s robust methodology has without question achieved that goal and puts online display in the select club of media that can generate measurable sales in the short-term and build brands in the long term.”

I expect to see more studies like this one from comScore/dunnhumbyUSA comparing the effectiveness of online display advertising to other major media’s display advertising counterpart – particularly television’s – from both Madison Avenue and the Online Advertising Industry over the next several years.

Online display advertising will eventually have its day – when that day will arrive still remains to be seen.

Google Marketing Research Study: The Brand Value of Search

May 10, 2009

Google commissioned OTX, an independent marketing research company, to conduct research to better understand the impact of search impressions on travel brands, specifically the Air, Hotel, Car Rental, Cruise and OTA Travel Categories.

The primary objectives of the OTX project were to determine:

1). Whether or not a search ad can impact key branding metrics.

2). Whether or not a search result’s placement matters.

The study was conducted in an online controlled “laboratory” format that mimicked a real search experience. Subjects were exposed to 1 of 12 search engine results pages (SERP) each of which showed the same search results  and differed only where the test brand’s ad or organic listing appeared.

The results of Google’s Brand Value of Search study are available on YouTube.

Gmail Rolling Out 30 New Inbox Themes

November 20, 2008

From the Official Gmail blog:

Gmail is rolling out new inbox themes to everyone over the next few days.

Selecting a new theme for your Gmail Inbox takes three steps.

To customize your Gmail inbox, first go to the Themes tab under Settings.

Gmail Settings Theme Tab

Gmail Settings Theme Tab

Next click on themes to view Gmail’s new custom inbox themes.

30 New Gmail Themes

30 New Gmail Themes

Then click on the Inbox theme you prefer most.

Summer Ocean Gmail Theme

Summer Ocean Gmail Theme

Your Gmail Inbox will then automagically get a new look and feel.

By offering Gmail users theme options like “Summer Ocean”, Google is giving its account holders 30 more reasons to continue using Google’s free email service  – Gmail.

Could Google offer brands the ability to customize their email inbox like they have with iGoogle themes?

Will Google one day make it possible for their Gmail user’s personal photos to be uploaded to create personalized Gmail Inbox themes?

Only time will tell.

While Google’s at it – how about a real time clock for a Gmail theme?

Or an iGoogle real time clock theme for that matter?

Oh well, time to go.

Google Coupons @ Google Code

November 19, 2008

Google offers merchants the ability to provide coupons that will be included in Google search results via their Google Code site.

What better time for brands to distribute their coupons for free via the web – than now?

Consumers can search for coupons on Google, print and then redeem coupons at participating merchants.

Google Code offers businesses five different methods for feeding their coupons into Google’s coupon distribution system.

1. Coupon TSV Feed Documentation

2. Coupon XML Feed Documentation

3. Coupon Feed XSD

4. Basic Coupon Sample XML

5. Complex Coupon Sample XML

Visit the Google Code site to learn more about how to upload and begin distributing your brand’s coupons via Google search.