retail news in context, analysis with attitude

Online Media Daily reports that a new study from consultancy dunnhumbyUSA and comScore suggests that online advertising increases sales of CPG products by an average of nine percent, and that 80 percent of online ad campaigns “resulted in statistically significant sales increases for the advertised brands.”

According to the analysis, “CPG companies have traditionally lagged behind other sectors such as financial services and automotive. Last year, the CPG and food products category accounted for only 6%, or $1.5 billion, of the $23.4 billion spent on online advertising last year -- up from 4%, or $925 million, in 2007.”
KC's View:
Which, in view of how much time is being spent online by most shoppers, seems like an absurdly low number that is rooted in habit rather than effectiveness.