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As marketers question the effectiveness of display ads and their ROI value, General Mills is telling a different story. The packaged goods giant Dec. 18 revealed the results of a partnership with Google’s Content Network and YouTube, where consumers were exposed to display ads for a Nature Valley contest that ran Dec. 24, 2007 to May 25, 2008. The ads resulted in a 52 percent sales lift and delivered more than 830 million impressions for the Nature Valley brand, per the company.
The results were announced at a webinar led by Google and General Mills, which launched the contest—called “Where’s Yours?”—to generate awareness of Nature Valley and to increase brand affinity.
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