November 2002
comScore Study Shows Strong Connection Between Online Marketing, Offline Buying And Purchase Intent

comScore Networks® has released the results of a study of the interaction between online advertising and offline purchase history and intent. The comScore study found that online marketing can increase purchase intent, brand awareness and advertising awareness among Consumer Packaged Goods (CPG) consumers.

Performed in conjunction with Nestlé Purina PetCare Company, comScore's research was based on a study of integrated online and offline behavioral data for a large sample of opt-in consumers. Offline purchase data were supplied through a partnership with Knowledge Networks, Inc. of Menlo Park, CA for more than 50,000 consumers within comScore's global panel of more than 1.5 million continuously measured, opt-in Internet users.

"comScore's data has proven extremely valuable to Purina in helping us allocate our online investments most effectively," noted Michael D. Moore, Worldwide Director of Purina Interactive at Nestlé Purina PetCare Company.
"The comScore analysis has validated our hypothesis that Purina Web sites support our brands with consumers," continued Mr. Moore. "Furthermore, this data reinforces the impact of online advertising in supporting our brands. Overall, online media are effective, efficient and unique platforms for communicating brand benefits to our most valuable consumers."

comScore's study measured the relationship between offline buying history and future purchase intent versus usage of Nestlé Purina Web sites and exposure to Nestlé Purina's online marketing of various Purina brands. comScore measured visitation to Purina Web sites through its patent-pending Customer Knowledge Platform; specific banner advertisements were delivered to selected participating consumers through comScore's revolutionary Online Strategy Simulator.

The study was designed to address three core questions frequently raised by CPG marketers in weighing the benefits of incorporating the Internet into their marketing mix:
- Do people that buy specific brands actually use those brands' Web sites?
- Should specific brands use the Internet as an advertising vehicle to reach their core consumers?
- If online marketing is a smart investment for a brand, with which Web sites should partnership and advertising dollars be invested?
The comScore findings included:
- The purina.com Web site succeeds in attracting consumers who buy Dog Chow and/or Puppy Chow. Such consumers are almost 2/3 more likely than the average Internet user to go to use the purina.com site.
-  Purina banner ads raised consumer awareness of the Purina brand. People who were exposed to these ads were almost 50% more likely to volunteer "Purina" as the first dog food brand that came to mind.
- Exposure to Purina banner ads increased dog owners' likelihood of buying Purina ONE brand dog food. 36% of dog owners who were exposed to such ads reported that they would "definitely or probably buy the brand" versus just 24% of those who did not see the advertising.
- Certain Web sites were more attractive than others for advertising designed to reach certain buyer groups. The study rated over 10,000 Web domains for likelihood of reaching offline brand buyers. Results varied significantly across sites; for example, Purina buyers were 18 to 22% more likely than the average Web user to visit about.com in a given month.