Online Ads Lift CPG Sales 9%, on Par with TV

We’ve discussed (here and at the recent TPMA Conference) the need for trade promo people to get more involved in online promotion. I’ve thought of online mostly in terms of consumer durables and B2B products, but this study indicates that online promotion works as well as TV (or slightly better) even for CPG brands. Given the generally lower prices for online advertising (though the article doesn’t say how much was spent on the advertising), as well as its better measurement, it would seem that trade marketers really need to look into their spending patterns, across all product segments.