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A new study indicates that online advertising boosts retail sales of consumer packaged goods brands by 9% on average -- comparable with the lift from TV ad campaigns. The findings come from comScore and marketing consultancy dunnhumbyUSA based on research involving online campaigns run over three months for a variety unnamed CPG brands.
Specifically, the study focused on 200,000 comScore and dunnhumbyUSA panelists who were members of supermarket loyalty programs and whose retail-buying behavior was measured through point-of-sale UPC scanners at checkout.

Read the full story on Media Post Publications