According to the latest study by the Internet Advertising Bureau (IAB), FMCG marketers who rely heavily on internet advertising enjoy increased consumer trust. When combined with TV advertising, the brands were more likely to be deemed ‘quality’ products.
The study, in partnership with media evaluation agency, Carat Insight, also determined that the greatest impact on brand engagement came from TV ads, with an online presence the next best option.
Brands average online spend was 4.8% of total spend, and allegedly delivered 2.4 times the return on investment. Part of the reason was that the online environment encourages interactivity, leaving the consumer in greater control and resulting in deeper brand engagement.
