Notes and Thoughts on Grocery 2.0

A recent study conducted by consumer web analytics provider iPerceptions Inc. revealed that consumers online are more likely to click on traditional display advertisements than other types of interactive advertising. The study found that 25% of respondents were likely to click on simple text ads, 20% were likely to click on right banners, and 12% were likely to click on top banners.

User-generated feedback from over 14,000 visitors indicated that despite the hype, marketers do not need to focus on video in lieu of traditional interactive formats such as text and banner advertising. Only 11% of consumers said they were likely to click on video ads. They were all under the age of 25.

“Retail groups are predicting the toughest holiday season since 1991, so marketers need to make sure every dollar spent on advertising delivers an end result,” said Jonathan Levitt, vice president of marketing at iPerceptions. “Our research shows that inexpensive banner and text ads are still preferred among web consumers. By having a direct dialog with consumers, we are able to know – with certainty – what consumers want and expect from their online experience.”

Marketers looking to re-distribute or tighten budgets don’t have to worry. With a traditional online display advertising campaign as part of their marketing mix, they’re sure to not only reach engaged consumers, but reach them when they are most interested. Add to this finding the ongoing proliferation of niche websites and the answer of where to go to reach your target seems simple.

Go to the targeted sites that deliver loyal, involved audiences and invest in display advertising.

Rachel