New research findings from GfK
Here we share a new presentation recently published by GfK, the company behind the Media Efficiency Panel in Germany.
The Media Efficiency Panel combines online and offline media consumption with consumer sales data from a single source.
The presentation summarises the insights generated from 67 individual studies (primarily FMCG) since this panel has been operational.
Some of the key highlights from the study are as follows:
- Due to the "lean forward" experience associated with searching, SEM generates the highest ROI of all media channels.
- YouTube shows highest share of incremental reach on top of TV.
- Video ads within social media environments show significantly higher incremental sales effect in 2010 compared to 2009.