Peapod: Online Ads Yielding Up to 30% CTR
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Skokie, IL-based online grocer Peapod Inc. said a recent interactive marketing study it conducted on behalf of certain of its consumer packaged goods clients showed click through rates as high as 30 percent for ads on its Web site.
The study was comprised of 65 programs or events initiated on peapod.com by 24 major consumer packaged goods manufacturers. The events included in the study generated a total of 4.5 million banner views among Peapod's approximately 100,000 customers.
Peapod said the study also found that:
- Teaser messages on banners, which made no direct mention of a brand being
sold, increased click through rate by 30 percent. However, the study warns
against overuse of this tactic as it may hurt performance if buyers become
- Shoppers typically viewed banners several times, but clicked on banners
only once, even for very long running events, making the content of banner
communication critical. The study concluded banners should not be viewed
simply as a portal to further information.
Peapod is now marketing its customized and syndicated research services, including its CONSUMER DIRECTIONS learning cooperative, a subscription-based service that offers marketers a combination of media, testing and data deliverables derived from the Peapod technology.
Peapod currently provides grocery services in eight metropolitan markets in the United States.