Online advertising can raise offline sales by up to 12.5%, according to a new study from Microsoft internet unit MSN.
The research tracked campaigns by Nestlé, Kraft and Procter & Gamble between November 2003 and January 2004. It found that advertising with an online element led to sales increases of between 7% and 12.5%.
The study, which showed participants ads for certain brands then compared their purchase patterns with a control group, discovered that web campaigns raised core brand attributes by five to seven points and purchase intent by three to seven points.
It recommended that at least 5% of marketing budgets should be spent on web ads to ensure an optimal balance of on and offline media.
Data sourced from: BrandRepublic (UK); additional content by WARC staff