It seems that online advertising has indeed the power of positively influencing offline sales. At least that’s what this study says:
A new study indicates that online advertising boosts retail sales of consumer packaged goods brands by 9% on average — comparable with the lift from TV ad campaigns.
By comparing the retail buying of people exposed to online CPG advertising with that of control groups of panelists who were not, comScore sought to determine the impact on actual sales of the advertised brands. The ad campaigns featured both static banner and rich media ads for a range of products including tea, pizza, snack bars, deodorant and toothpaste.
In addition to the 9% lift in retail sales, the study found that 80% of the campaigns analyzed resulted in statistically significant sales increases for the advertised brands.
Read the whole article here.