8 Reasons Why Digital Advertising Works For Brands

Dubious about the impact of digital on your brand marketing efforts? Columnist Peter Minnium provides some hard data to help convince the skeptics out there.

I received a text the other day from the CEO of a leading U.S. advertising agency asking me a simple question: “Peter, can you send me proof points for why digital advertising works for brand marketers?”

It turns out that she was in an annual review session with senior members of her consumer packaged goods (CPG) client, including those delightful folks from procurement, and one had asked, “Does digital advertising really work for brand advertisers?”

I was at first taken aback by this question; of course digital builds brands. Why else would the world’s leading CPG companies be investing so heavily?

Unilever increased its digital advertising spending by 40 percent last year, allocating about 35 percent of its U.S. budget to digital, while Procter & Gamble spends a third of its U.S. advertising budget on digital media.

After my initial shock, I set myself to the task of providing definitive proof to my friend. I am summarizing the proof points herewith, to aid all those who find themselves similarly questioned.