Online advertising can be an effective way for CPG companies to promote their brands and products. Search advertising is particularly useful for influencing consumers during the purchase process, while display advertising provides greater reach than search for communicating prices and promotions. The inclusion of online video, such as on long-form TV sites, allows CPG companies to build their brands in a cost-effective manner comparable to television. Research shows integrated campaigns using search, display, video, and television can achieve higher reach and sales lifts than individual online or offline channels alone.