Interesting results from comScore & dunnhumbyUSA. Particularly given the cost of Interactive marketing as compared to traditional Media and the over abundance of supply.
| Offline Sales Lift from CPG Brand Advertising Comparison Between TV and Internet Total U.S. Source: Information Resources, Inc. and comScore, Inc. | ||
| TV (IRI) | Internet (comScore) | |
| Sales Lift | +8% over 12 months | +9% over 3 months |
| Percent of Campaigns Showing Statistically Significant Lift | 36% | 80% |
Google had performed a similar study in '08 in partnership with Harris Interactive with similar results.
