Dive summary:
- Coca-Cola revealed the results of an internal study that showed that online buzz had no measurable impact on short-term sales for the company, but display ads worked as well as TV ads.
- The study, as cautioned by senior manager-marketing strategy Eric Schmidt, covered only online buzz and not sharing, video views or other aspects of social media.
- Because of the results, Coke is looking to redefine how it measures online buzz by finding a way to see how many people buzz actually reaches instead of using raw data from social networks.
From the article:
"Coke research was far more favorable for digital display advertising, which it found on average to be 90% as effective as TV at generating sales on a per-impression basis, Mr. Schmidt said. Search was 50% as effective as TV – about the same as out-of-home – with radio coming in between TV and search and print scoring slightly more effective than TV."
