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EIAA study finds Internet advertising builds FMCG brands
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The European Interactive Advertising Association (EIAA) recently revealed consolidated
study findings proving that not only do Internet ad campaigns build FMCG brands
across all major brand metrics but that the FMCG category strongly outperformed
European Internet brand effectiveness averages. Simply put, FMCG brands are amongst
the most effective categories for brand building online.
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The study conducted in association with the assistance of Yahoo, MSN, Lycos, and
AOL combined a total of 200 FMCG online campaigns executed across Europe. The aim
of the study was to quantify the average impact that European ad campaigns have
on traditional branding metrics, and create benchmarks for categories such as FMCG
which has traditionally not embraced the Internet as a key advertising medium. |
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The research methodology follows global industry standards set forth by Dynamic
Logic (1999) which surveys consumers in two categories; campaign exposed and non-exposed.
In total 160,000 individuals were surveyed across Europe representing the two groups.
The full 'funnel' of branding metrics was surveyed; brands awareness, ad recall,
message association, brand favorability, and purchase intent. |
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The conclusion of the study found that all 5 branding metrics were positively impacted.
Similarly to other categories, FMCG brands which advertised online
had the highest
impact across brand awareness (both aided and un-aided) and brand favorability in
line with market norms and mirroring similar research from the US. Furthermore,
it was found that effective frequency across each of the brand metrics was increasing even at 10+ average exposures, building the case against perceived 'ad burnout'
which traditionally is thought to be at much lower average exposures levels. Hence
FMCG branding metrics continue to increase with additional exposures. |
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These findings are certainly positive for our industry here in the Middle East further
building the case for bringing FMCG brands online, a category which spends heavily
in other media but has traditionally forsaken Internet due to its perceived tactical
only attributes. Clearly both US and European studies focusing on FMCG brands online
are shifting the question from why to when and how much. It is now onto our shoulders
to initiate similar studies in our own region to further influence the marketing budgets and strengthen the case of digital media moving into 2006 budget allocations. |
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