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Yahoo! Germany MEP Study Dairy Product (English)

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Yahoo! Germany MEP Study Dairy Product (English)

  1. 1. Sales Impact of Online Advertisingfor a Dairy ProductGfK Media Efficiency PanelYahoo! Research
  2. 2. All data from one sourceSingle source panel: A worldwide unique panel for performanceanalysis 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. 3. Total campaign: TV has the largest budgetshareViewed 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. 4. Online advertising boosts sales by 50%,more than any other mediaUplift factors by media channelAverage 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. 5. One in three buyers of the advertisedproduct is a new buyerProportion of new and repeat customers of the productPeriod: 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. 6. Each Euro used for online advertisingbrings EUR 0.16 sales in the short termShort-term return on investment (ROI) by media channeladditional 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. 7. Three percent of sales are directly to due to the campaign Sales decomposition: breakdown of sales by component in % Internet 0.43,0 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. 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
  9. 9. Thank you! Bernd Vehlow Senior Trade Research Manager vehlow@yahoo-inc.com Tel: +49 (0)89 23197-151 Mobile: +49 (0)162 288 99 34