Interactive Advertising Bureau Australia’s Research Council has proven online advertising brings about higher sales figures. The study found that online advertising not only results in an increase in brand measures of purchase intention and consideration, but also converts directly into sales figures.
The Nielsen study showed sales of Listerine Zero increased by 11 per cent as a result of a digital-only campaign for the product. The research also found that consumers are accessing the internet via mobile devices during the decision-making process, and even at the potential point of purchase.
For some time now, research has shown that online advertising can have an impact on brand equity. The results of this new study prove that online advertising can not only increase such brand measures as consideration and purchase intention for retail advertisers, but also have an impact on actual in-store sales,” says Lillian Zrim, associate director of insights and innovation of Media Australia at Neilsen.
