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Yahoo! Germany MEP Study Dairy Product (English)
Yahoo! Germany MEP Study Dairy Product (English)
Yahoo! Germany MEP Study Dairy Product (English)
Yahoo! Germany MEP Study Dairy Product (English)
Yahoo! Germany MEP Study Dairy Product (English)
Yahoo! Germany MEP Study Dairy Product (English)
Yahoo! Germany MEP Study Dairy Product (English)
Yahoo! Germany MEP Study Dairy Product (English)
Yahoo! Germany MEP Study Dairy Product (English)
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Yahoo! Germany MEP Study Dairy Product (English)

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  • 1. Sales Impact of Online Advertisingfor a Dairy ProductGfK Media Efficiency PanelYahoo! Research
  • 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. 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. 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. 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. 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. 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. 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. 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

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