October 3, 2011
Advertisers looking to build their brands online will need to look
beyond traditional web metrics to determine if their investments are
paying off, according to a recent study by Nielsen. In a new report, Beyond Clicks and Impressions: Examining the Relationship Between Online Advertising and Brand Building,
there is emerging evidence that brand metrics – which show attitudinal
response to online campaigns – can predict offline sales. The research
further shows that there’s virtually no relationship between
click-through rates and brand opinion or offline sales.
In the study, Nielsen examined how exposure to Internet ad campaigns
influenced brand measures such as ad recall and likeability, and whether
the consumer said they were more likely to purchase the product after
viewing the ad. The analysis showed that online ads do, on average,
succeed in influencing brand engagement and opinion, particularly for ad
recall and message association. However, the degree of positive brand
impact largely depends on the strength of the ad itself.
The study then connected brand engagement results with actual offline
sales measured by Nielsen. While based on a small number of cases
to-date, the research showed that campaigns in which consumers reported
an increase in purchase intent after viewing an online ad also showed a
boost in offline product sales. Cases with flat purchase intent showed
no significant change in sales.
Additionally, the research showed that the click-through rate for a
given ad campaign showed no connection to sales lift and no measure of
whether the message resonated with consumers.
http://blog.nielsen.com/nielsenwire/consumer/research-shows-link-between-online-brand-metrics-and-offline-sales/
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