Online display advertising can improve sales of consumer packaged goods by up to nine percent, and may outperform TV campaigns in terms of sales uplift, according to research by comScore and consumer goods marketing consultancy dunnhumbyUSA. Commenting on the research, comScore executive chairman Gian Fulgoni said that "when you take into account the fact that online advertising is generally less costly than television, these results take on even greater significance." (See earlier story, Fulgoni: The Bottom Line Is Online Ads Work For Branding And Sales.)
