yahoo! germany mep study dairy product (english)
TRANSCRIPT
Sales Impact of Online Advertising
for a Dairy ProductGfK Media Efficiency Panel
Yahoo! Research
2
All data from one source
5/16/2011
MEP
Sales Data(home-
Scanning)
Print Media(MA
questionnaires)
Consumer
Single source panel: A worldwide unique panel for performance
analysis of FMCG campaigns
Yahoo! Deutschland | GfK Panel Services
TV(Audio Sound
Matching)
Internet(Browser
Plug In)
3* Source: Thomson Media Control; ** Analyzed print placements: Bild der Frau, Brigitte,
Stern, Tina Koch & Backideen, Freundin, Für Sie, Öko-Test
Total campaign: TV has the largest budget
share
Viewed media and time periods
Television*
classic TV spots
(01.10. – 28.11.2010)
Print*/**
full-page ads
(01.11. – 19.12.2010)
Internet
standard advertising &
mail roadblock in the
Yahoo! Network
(01.10. – 06.12.2010)
• Target group: People aged 14 and over
5/16/2011Yahoo! Deutschland | GfK Panel Services
1.98 €
0.42 €
0.21 €
Television* Print* Internet
Gross spendings by mediumin million €
2.60 Mio €
76%8%
16%
4
Online advertising boosts sales by 50%,
more than any other media
Yahoo! Deutschland | GfK Panel Services
1,10
1,49
1,09
Television Internet Print
not
significant!
Benchmark:
1,17
Benchmark:
1,40
Benchmark:
1,13
5/16/2011
Uplift factors by media channelAverage increase in the number of purchases in terms of households with contact vs.
households without contact (= 1.0)
When viewing all contacts, the uplift factor for the Internet even increases by 2.13 or even 2.18.
5
32.3
67.7
new buyer houshold repeat buyer houshold
One in three buyers of the advertised
product is a new buyer
Proportion of new and repeat customers of the productPeriod: purchase 6 months before or after start of campaign
5/16/2011Yahoo! Deutschland | GfK Panel Services
6
51,0
Each Euro used for online advertising
brings EUR 0.16 sales in the short term
Short-term return on investment (ROI) by media channeladditional revenue/ gross expenditure
0.11
0.16
Television Internet Print*
5/16/2011Yahoo! Deutschland | GfK Panel Services* No effect measurable
Short-term effects! Due to high number
of loyalty shoppers long-term effect
expected to be significantly higher.
7
3,0
Three percent of sales are directly to due
to the campaign
5/16/2011Yahoo! Deutschland | GfK Panel Services
Sales decomposition: breakdown of sales by componentin %
Base15.3
Loyalty 66.4
Promo 15.4
Television 2.6
Internet 0.4
Total Revenue = 100%
33,965 $
208,584 $
Internet Television
242,549 €
Additional revenue through advertising
14%
86%
8
• 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.
Summary
Thank you!
Senior Trade Research Manager
Tel: +49 (0)89 23197-151
Mobile: +49 (0)162 288 99 34
Bernd Vehlow