ComScore: Online ads boost brands just as effectively as TV campaigns

By Clay Dillow, from Fast Company
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Television advertising may be some of the most expensive marketing a brand can engage in, but consumer goods brands could do just as well pouring their ad dollars into the Web. A comScore study has found that online advertising is at least as effective as television advertising when it comes to selling consumer package goods. In fact, it's slightly better.

[...] But the significant questions is this: Why are media buyers paying so much for television ad space? More importantly, why are the gatekeepers of online media selling a superior advertising tool for peanuts?

Read the full article: http://www.fastcompany.com/blog/clay-dillow/culture-buffet/online-ads-boost-brands-just-effectively-tv-campaigns