1. Sales Impact of Online Advertising
for a Dairy Product
GfK Media Efficiency Panel
Yahoo! Research
2. All data from one source
Single source panel: A worldwide unique panel for performance
analysis of FMCG campaigns
Sales Data
(home-
Scanning)
TV Internet
(Audio Sound (Browser
Matching) Consumer
Print Media Plug In)
(MA
questionnaires)
MEP
Yahoo! Deutschland | GfK Panel Services 5/16/2011 2
3. Total campaign: TV has the largest budget
share
Viewed media and time periods Gross spendings by medium
in million €
Television*
classic TV spots
(01.10. – 28.11.2010)
0.42 €
16%
Print*/**
1.98 € 2.60 Mio €
full-page ads
(01.11. – 19.12.2010) 0.21 €
8%
76%
Internet
standard advertising &
mail roadblock in the
Yahoo! Network Television* Print* Internet
(01.10. – 06.12.2010)
• Target group: People aged 14 and over
* Source: Thomson Media Control; ** Analyzed print placements: Bild der Frau, Brigitte, Yahoo! Deutschland | GfK Panel Services 5/16/2011 3
Stern, Tina Koch & Backideen, Freundin, Für Sie, Öko-Test
4. Online advertising boosts sales by 50%,
more than any other media
Uplift factors by media channel
Average increase in the number of purchases in terms of households with contact vs.
households without contact (= 1.0)
1,49
1,10 1,09
not
significant!
Benchmark: Benchmark: Benchmark:
1,17 1,40 1,13
Television Internet Print
When viewing all contacts, the uplift factor for the Internet even increases by 2.13 or even 2.18. Yahoo! Deutschland | GfK Panel Services 5/16/2011 4
5. One in three buyers of the advertised
product is a new buyer
Proportion of new and repeat customers of the product
Period: purchase 6 months before or after start of campaign
32.3
67.7
new buyer houshold repeat buyer houshold
Yahoo! Deutschland | GfK Panel Services 5/16/2011 5
6. Each Euro used for online advertising
brings EUR 0.16 sales in the short term
Short-term return on investment (ROI) by media channel
additional revenue/ gross expenditure
Short-term effects! Due to high number
0.16 of loyalty shoppers long-term effect
expected to be significantly higher.
0.11
51,0
Television Internet Print*
* No effect measurable Yahoo! Deutschland | GfK Panel Services 5/16/2011 6
7. Three percent of sales are directly to due
to the campaign
Sales decomposition: breakdown of sales by component
in %
Internet
0.4
3,0 Television Additional revenue through advertising
2.6 Promo
15.4 14%
33,965 $
Loyalty 242,549 €
66.4
208,584 $
86%
Base
15.3 Internet Television
Total Revenue = 100%
Yahoo! Deutschland | GfK Panel Services 5/16/2011 7
8. Summary
• Although TV is the dominant medium of the campaign, additional people
can be reached via print and online advertising..
• One in three buyers of the advertised product is a new buyer. The campaign
thus opens up new markets..
• The number of purchases is increased more by online advertising than by
all other media..
• The short-term return on investment for online advertising is 0.16 –
significantly higher than for television advertising..
Advertising in traditional media is necessary to build up campaign range,
but a higher budget share for online has a positive effect on sales...
The direct effect of online advertising on sales is clearly proven.
8
