Table of Contents
Newsletter - Home
GOOD TO KNOW
The French survey NetImpact 3 bis has proven that online advertising
has positively affected the sales of the fitness cereal Kellogg’s
Special K in the supermarket. Firstly, advertising increased the sales
volume in the retail business. Secondly, banner & co generated new
customers for Special K in stationary trade.
Participating on the implementation of the advertising impact study
were the online advertising provider ADTECH, the IAB France, the
advertising customer Kellogg’s and the market research company
Marketing Scan. Within six weeks, from mid June to end of July 2006,
ADTECH delivered the online ads for Special K on numerous French
websites.
Via geographical targeting, the ADTECH ad server adjusted the cereal banners in a way that only internet users from two French towns – Angers and Le Mans – got to see them. The market research company Marketing Scan had installed test panels in these two towns and was in connection with all supermarkets in the area. To compare the sales figures control data was collected twelve weeks before the virtual campaign and six weeks afterwards.
Via geographical targeting, the ADTECH ad server adjusted the cereal banners in a way that only internet users from two French towns – Angers and Le Mans – got to see them. The market research company Marketing Scan had installed test panels in these two towns and was in connection with all supermarkets in the area. To compare the sales figures control data was collected twelve weeks before the virtual campaign and six weeks afterwards.
The advertising delivered by ADTECH made the internet users buy eight
percent more cereals in the supermarket than users that hadn’t seen it.
Additionally Kellogg’s gained more customers through online advertising. 36 percent of the customers that had seen the ad and then bought the product were new customers. This is in contrast to to the 23 percent of new customers that had indeed bought the cereals but had not had contact with the online advertising.
Dirk Freytag, ADTECH CEO, was very enthusiastic about the results of the study: ”With projects like this advertising impact study for France we make online advertising more
transparent and comparable with other advertising channels. It is
exciting to see that we now do not only talk about click rates but
actually change the media on the impact measurement. I would like to
see more studies like that for other countries as well. That would be a
great challenge for 2007.“Additionally Kellogg’s gained more customers through online advertising. 36 percent of the customers that had seen the ad and then bought the product were new customers. This is in contrast to to the 23 percent of new customers that had indeed bought the cereals but had not had contact with the online advertising.
ADTECH, represented by an office in Paris, has been participating in NetImpact studies since 2005. The series of studies was started in 1999 to analyse the efficiency of online advertising.
back to top