Online Advertising Drives Offline buying impulse
"First choice in the chill cabinet": / Current Yahoo study is effectiveness of display advertising in the FMCG sector with the example of "Zott Monte"
Yahoo! Germany has examined using an innovative study approach "Zott Monte" the effectiveness of online display advertising in terms of direct purchasing impulses. The study analyzed using an experimental design the effect of advertising - embedded in the natural usage processes of the study participants. The study confirms: Online advertising has an immediate impact on the relevant set and thus on the purchase intent of consumers. Moreover, the results confirm the successful approach especially new buyers audiences on the Web and positive spillover effect on other products of the brand Zott.
Yahoo! determined the influence of display advertising on the purchase probability and the relevant set of Internet users based on an innovative study design as part of the study "First choice on the refrigerated shelf - online advertising as an impulse to buy". On the basis of a plug-in, the installation of which the study participants can install on the Yahoo! and in the Yahoo! panel agreed, controlled advertisements were displayed to the participating users during a field time of three weeks. In this way, the advertising effects could be measured embedded in the participant's native usage processes without falsifying factors. The advertising effect was surveyed by means of a questionnaire. Heiko Genzlinger, Managing Director Yahoo! Germany & Vice President Sales of Yahoo! Germany, comments on the special survey procedure: "For this study, we combined the advantages of a studio test with the advantages of a field test. For the users, there was no difference to a real campaign. We were able to achieve meaningful results for 'Zott Monte', which once more evidence that online advertising in the consumer goods sector achieves first-class success and has a direct impact on offline shopping behavior."
Purchase intent increased by almost a fifth
For the displayed campaign, a video wall, medium rectangle and half-page ad were used on the Yahoo! home page, the Yahoo! Mail Logout Page and Yahoo! Lifestyle switched - with extremely positive success: The intention to buy the advertised product "Zott Monte" was increased by almost a fifth (19 percent). In the case of new target groups that did not yet have the product in their shopping cart, the intention to buy the dairy dessert even increased by 52 percent. At the same time, the dairy desserts of other brands lost their attractiveness - both across all respondents and among users who had not bought a Monte product in the last four weeks.
The study also shows spillover effects on other products from the manufacturer, with the "Zott Monte Drink" for example, awareness increased by 40 percent with supported queries. Thanks to online advertising, the brand image also improved: After the advertising contact, the brand was rated as likeable by more study participants (plus nine percent), the agreement with the statement "Zott Monte stands out from other dairy desserts" even rose by 24 percent.
Anton Eggenmüller, Head of Media & Market Research at Zott, comments: "The results of the study are extremely pleasing and show our marketing strategy new directions. Proof that online advertising in the FMCG area can also generate such clear buying impulses for the offline Purchasing and at the same time the brand image is positively influenced is probably the best argument for including online more in the media mix in the considerations."
About the Study
From January to May 2012, 251 Yahoo! users took part in the Yahoo! study "First choice at the refrigerated shelf". The survey was posted on the Yahoo! website and the Yahoo! Connections panel carried out. In addition, a plug-in for the controlled replacement of advertising media was installed for the experimental part of the survey.
All the results of the study can be requested at This e-mail address is being protected from spambots To display JavaScript must be turned on!.
Source: Munich / Cologne [ Yahoo! ]
