Online ads drive sales of goods offline

04/12/2002

Online advertising increases offline sales for consumer-packaged goods by an average of 6.6 percent, according to a new study by Information Resources Inc (IRI) and DoubleClick.

The study looked at 8 brands from 5 manufacturers and found that half of the brands achieved statistically significant increases in brand awareness when featured in online adverts.

The increase in brand awareness ranged from 1.8 percent to 23.9 percent depending upon the ad impact, ad frequency, and base awareness level.

According to the findings, six of the eight brands also achieved significant growth in aided message recall when featured in online ads.

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Source of Article: NUA Internet Surveys

Date of Article: April 11, 2002