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
wary. - 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.
“Understanding the effectiveness of online
marketing activities allows us to get the best results for our packaged goods
clients,” said George Douaire, vice president and general manager for Peapod’s interactive
marketing services division. “Very few Web sites can point to the level of impact we can achieve
by targeting promotions at the appropriate point of decision inside our
Internet shopping environment.”
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.