Marketing On MySpace Generates A 28% ROI
The most common refrain in the advertising space is, “That’s nice, but what’s the ROI?” It’s particularly important for growing digital budgets, that haven’t been grandfathered into budgets like TV. That’s why it’s exciting to hear real numbers attached to a digital campaign on MySpace generating at 28% ROI (AdAge).
However, ROI can be a difficult number to grasp, particularly for companies who make their sales offline. For consumer packaged goods companies like P&G or Johnson and Johnson, market research firms have to track the spending habits of users exposed to advertising campaigns and compare it against those not exposed to measure the impact of the campaign.
A large packaged goods company carried out such a study. The company carried out a $1 million buy on MySpace that featured a company page and social video campaign. Of 76.9 million people exposed to the campaign over four months, only 765,000 (<1%), visited an advertiser page on MySpace, though roughly half who did (358,000) visited the advertiser’s website.
Research firm Dunnhumby, then drew upon a database of 60,000 people for whom they could track online behavior and offline purchases to measure the campaigns impact. The study found an increase of $1.28 million in offline sales for the packed good company amongst people exposed to the campaign. The bottom line being a 28% return on investment.
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