Marketing Factoids

  • Music sales in the United States will decline to $9.2 billion in 2013, from $10.1 billion this year. source ›
  • Acquiring a new customer costs about five to seven times as much as maintaining a profitable relationship with an existing customer source ›
  • Consumers ages 18 to 27 say they use the Internet nearly 13 hours a week, compared to viewing 10 hours of TV source ›
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MAR 19

Web vs. TV: Research Aims to Gauge Ads†

Goals Include Finding Optimal Mix of Media and Long-Term Results

Wall Street Journal, March 19, 2008 — When marketers buy ads on the Web, they can track everything from the number of clicks an ad receives from a certain ZIP Code to how long a person watches a video clip on a specific site.

But while those metrics help marketers gauge how successfully online ads lead to purchases in the short term, they don't reveal how the ads affect a brand's image over longer periods. And they don't help marketers compare an online ad's impact with that of a television ad.

Category: Marketing Effectiveness
Tags: Long term, TV Tracking, Web

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