Online advertising is increasingly influencing the sale of fast-moving consumer goods (FMCG) according to research commissioned by the Interactive Advertising Bureau (IAB).

 

The six-month research study, conducted by Nielsen, investigated online advertising's effect on consumer purchasing activity. As part of the study, Nielsen also evaluated Listerine Zero’s digital only test campaign, which measured reach, brand impact and impact on actual sales.

 

Using Listerine Zero as a test subject, the study found that extensive use of online advertising resulted in an 11 per cent uplift in sales across the market.

 

Listerine’s agency representative Antonia Farquhar,Digital Strategy Director at OMD said: “We have executed brand equity studies for our clients in the past however this study provided the final piece of the puzzle - actual attribution to sales from digital marketing.


“The fact that we now have a proven case of digital alone driving a 11 percent uplift in sales in the FMCG category is fantastic, these positive results are valuable to our client, our agency, and the wider digital community.”