Transcript Control - Microsoft Advertising

Advertising
Accountability Study
CPG Study Proves Online Ads
Boost Branding and Offline Sales
Online marketing proves cost efficient
compared to other marketing materials.
• Ground-breaking measurement of online
advertising impact on branding and sales
– and relative cost efficiency to
determine recommended media
allocations
• Media-neutral methodology reviewed by
Advertising Research Foundation (ARF)
and Association of National Advertisers
(ANA)
Study Participants
CPG Consortium
MSN Research Partners
Advertising Research Foundation (ARF), MMA, AtlasDMT, Avenue
A, Marketing Technology Solutions, Marketing Evolution, ACNielsen,
Simon Dratfield Associates., SuiteSmart, Interactive Advertising
Bureau (IAB), Association of National Advertisers (ANA)
Media Contributors: MSN, Yahoo!, AOL
Isolating Online in the Mix: The
Measurement Approach
Test:
Exposed to Coffeemate Online Ad
Sales
measurement
Overall Population
- Or Branding
survey
Test Group
(Coffee-mate
Ads)
Shopping
Database
Branding
Analysis
(MTS/ACN)
Control Group
(Red Cross Ads)
Control:
Exposed to Control
Ad Online
Branding
survey
Sales
- Or - measurement
Sales
Analysis
Brand and Sales Results
Online advertising drove substantial increases in
additional sales for both Kraft and Nestle
Jell-O +7.5% sales lift
Coffee-mate +10.0% sales lift
Sales ROI
Payback Of Each Media Vehicle per Dollar Spent
Current Mix
<1%
99%
Offline
Online
Sales ROI
Payback Of Each Media Vehicle per Dollar Spent
Current Mix
<1%
99%
Offline
Online
Online’s Role in the Mix
Recommendation
for Online’s % of Mix
Kraft Jell-O
Nestle Coffee Mate
5+ percent
5+ percent
Current
Online %
<1%
<1%
• Recommended allocations are minimums based on
sales impact and cost relative to other marketing
elements
• Higher levels of online spending would continue to
deliver positive ROI
Key Findings
• Online advertising
increased offline sales
+7.5 to +10 percent
• Key branding metrics lift
with online advertising
• Results improve
significantly when online
spending is increased
substantially above
current levels
If online advertising
can help sell
groceries, can it help
your offline sales?
Is your current
marketing mix as
efficient as it can be?