It takes at least two online exposures to influence consumers’ intention to purchase, according to new research from market research firm Dynamic Logic, which measures the branding value of online ad campaigns. Based on more than 90,000 interviews with consumers exposed to the tested online campaigns, Dynamic Logic found that purchase intent increased by 7% after four or more exposures to online campaigns for consumer packaged goods such as soft drinks, snack foods and hair products. One exposure produced a lift of only 1%, while 2-3 exposures increased purchase intent by only 2% on average.
Dynamic Logic also found that online campaigns for CPG products are generally more effective at raising purchase intent than campaigns for goods and services that don’t fall into that category. Dynamic Logic found no increase in intent to purchase among consumers after even four exposures to campaigns for non-CPG products. Noting that purchase intent has historically been difficult to raise, CPG advertisers may be more effective at raising intent-to-purchase online due to their extensive offline advertising experience, Dynamic Logic analysts suggest.
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