A study commissioned by video ad network BrightRoll and British consumer product group Reckitt Benckiser finally puts a number on the effectiveness of video ads. The five-month campaign for Air Wick Freshmatic and Scented Oils resulted in a 6 percent lift in in-store sales for RB’s definitely non-techie products.
BrightRoll’s video campaigns are one of many ways that advertisers now deliver ads and track the response. But what about offline buying? Reckitt Benckiser did the study of in-store behavior to see if video ads n the Internet actually result in consumers buying Air Wick products in stores. One point of the study was to get past soft metrics like brand recall and lift, and count the number of extra sales attributable to an online campaign.
The study was done through Nielsen’s Homescan service. Nielsen has around 60,000 consumers who scan their daily purchases with a UPC barcode scanner, according to a spokesperson for BrightRoll. Those customers who’d viewed an ad for Air Wick were more likely to come home with the product.
Is 6 percent good, bad, or in the middle? “This study is basically a first-of-its-kind,” BrightRoll CEO Tod Sacerdoti told me in an email, “so there isn’t much normative data to provide in terms of comparison to the 6%. Also, CPG companies very rarely disclose their lift numbers.”
One study isn’t really enough to go on, but the results make it encouraging to do more such tests. Now if only Nielsen could tell me on what date the Internet evolved from research network to marketing channel for air freshener.