Coke: Display as Effective as TV?

Coke has had to defend the statement they made in March about how social doesn’t help them much but display is where it’s at. Of course, we in media love this kind of article. The study Coke performed showed that social buzz has “no measurable impact on short-term sales, but online display ads work about as well as TV”. The company found that for short-term sales impact digital display was nearly as effective as TV (90%). This is obviously a very different industry to, say, a completely online retailer for instance, however with such an impactful brand making that kind of statement people have stood up to take notice.