Study: Online CPG ads as effective as TV

New research from comScore and dunnhumbyUSA shows online advertising is as good as TV advertising, at least when it comes to supporting the marketing of products in the consumer packaged goods category, according to a story in Media Buyer Planner. A survey of consumers in grocery store loyalty programs found such products get on average a 9 percent boost from online ad campaigns, compared to an 8 percent lift from traditional TV ad campaigns.

Though the study isn't strictly related to the effect of advertising via online video, the increasing effect of online ad campaigns overall reinforces the hopes for the sharp growth expected in online video advertising in coming years. Just last week, eMarketer predicted annual growth of 40 percent in online video advertising the next four years.

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