AdvertisingAccountability Study

CPG Study Proves Online AdsBoost Branding and Offline Sales

• 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)

Online marketing proves cost efficient compared to other marketing materials.

Study Participants

CPG Consortium

MSN Research PartnersAdvertising 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

Shopping Database

(MTS/ACN)

Test Group(Coffee-mate

Ads)

Control Group(Red Cross Ads)

Overall Population

Isolating Online in the Mix: The Measurement Approach

Branding Analysis

SalesAnalysis

Brandingsurvey

Sales measurement

- Or -

Brandingsurvey

Sales measurement- Or -

Test: Exposed to Coffee-mate Online Ad

Control: Exposed to Control Ad Online

Brand and Sales ResultsOnline advertising drove substantial increases in additional sales for both Kraft and Nestle

Jell-O +7.5% sales liftCoffee-mate +10.0% sales lift

<1%

99%

Offline Online

Sales ROIPayback Of Each Media Vehicle per Dollar Spent

Current Mix

<1%

99%

Offline Online

Sales ROIPayback Of Each Media Vehicle per Dollar Spent

Current Mix

Online’s Role in the Mix

Kraft Jell-O 5+ percent <1%Nestle Coffee Mate 5+ percent <1%

Recommendation for Online’s % of Mix

• 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

Current Online %

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?