FMCG Brands Benefit Most From Online Advertising
FMCG brands are the greatest beneficiaries of internet advertising with the average online campaign helping to raise brand awareness by as much as 5.9%, according to the latest research.
A new study from European Interactive Advertising Association found that online marketing raises brand awareness by an average of 5.4% across all sectors, with FMCG campaigns creating the most uplift in this area.
According to the research, which was carried out by Dynamic Logic, the automotive sector also performed well with a 5.7% increase in brand awareness. However, electronics brands only managed to see an average 3.4% rise after an online advertising push.
The study also found that online campaigns raised advertising recall by a massive 45% on average across Europe. Message association increased by 21% and brand favourablity improved by 5.7% across all sectors. Again FMCG brands came out on top with a 9% increase in brand favourablity and a 5.8% upturn in purchase intent.
Commenting on the findings, Andrew Walmsley, founder of digital marketing agency i-level, said: “This study is compelling evidence of the benefits and value that advertisers can achieve from online campaigns. This is a pretty conclusive demonstration of online’s ability to deliver brand awareness, push specific messages or improve brand favourability.”
Bob Ivins, EIAA Director and research head at Yahoo! Europe, added: “This is the most robust body of evidence quantifying the impact of online advertising on branding metrics across Europe. This is convincing evidence that online advertising builds brands in Europe and we have reached a tipping point that will change the balance in the media mix.”
The EIAA Online Branding Effectiveness Study brings together the results of 200 online campaign reports from over 160,000 people across Europe. The EIAA is a pan-European trade organisation representing a range of interactive media sellers such as AOL, MSN, Yahoo! and Lycos.
The findings are particularly relevant in the light of recent figures from the Advertising Association, which suggest that internet advertising will be the single fastest growth medium during 2005 with expenditure growing by an impressive 30.3%. Online is going from strength to strength as marketers continue putting their faith in the internet as the most effective medium for acquiring new customers and offering efficiency (see UK Adspend Expected To Grow By 4.4% Next Year).
EIAA: 01536 712710 www.eiaa.net
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