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Tuesday Apr 8
Research suggests that internet based advertising is becoming an increasing effective avenue of attack for soft drinks companies.
04Online advertising for soft drinks is nearly three times more effective than average online budget allocations would suggest, according to new findings from the Internet Advertising Bureau (IAB).
The Brand Engagement study, found that the average online ad spend for brands involved in the study was 8.5% of total media budget.
This suggests that internet advertising – which delivered 24% of brand engagement across all communications – is almost three times more effective than the monetary investment would suggest.
Conducted by ævolve (formerly Carat Insight), the study set out to quantify the impact of display internet advertising on brand engagement relative to other communication channels, such as press and TV.
Researchers examined consumer response to the advertising campaigns of four brands - Coca Cola Zero, original Coca Cola, Pepsi Max and Powerade.
They found that on average internet advertising contributed a quarter (24%) of total brand engagement, where TV was 43% and press was 32%. Of the TV and press display campaigns studied, they jointly account for 75% of soft drink brand engagement.
The research – using a qualitative and quantitative methodology – found that Brand Engagement for soft drinks is determined by four key factors.
Taste (43.2%) was found to be the most important – how refreshing is a brand, does it taste great, give an energy burst, followed by ‘affinity’ (35.3%) – to do with trust, relevance to an individual’s lifestyle and personality
Differentiation – innovation, advertising quality, distinctive taste, packaging – accounted for 9.4%, while health– healthiness compared to others and influence on sports performance - accounted for 8.8%.
One of the most interesting findings from the study was that of ‘resonance’ - how a brand’s marketing resonates with a potential consumer and therefore encourages engagement with that brand.
Chief executive of the IAB, Guy Phillipson, said that combining TV and print with online display ads is a powerful, proven method for delivering higher returns on investment.
“Striving for resonance is also a powerful driver of brand engagement and ultimately sales. We hope that this study will convince more FMCG marketers to allocate greater budgets to online,” he added.
For informed comment and knowledge of the issues affecting marketers go to www.utalkmarketing.com the authors of this article
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