Kantar Media reports Digital Coupon events increased 17.1 percent in Q1 2012
25 April, 2012
MINNEAPOLIS, MN —
Digital coupon events across key websites monitored by Marx, a Kantar Media solution, increased by 17.1 percent in Q1 2012 as compared to Q1 2011, with some 368 manufacturers distributing digital coupon offers on these key digital coupon websites during that time, an increase of 29.1 percent over Q1 2011.
“Digital coupons are a key component within an integrated consumer promotion and advertising program. More and more manufacturers are becoming involved in digital promotion and coupons, aligning with multiple websites, potentially increasing consumer exposure to their brand message,” said David Hamric, General Manager Kantar Media Marx. “As a leader in digital insights, Marx captures competitive coupons on key websites for our clients, giving them an advantage in their integrated print and digital planning to stay aware and ahead of their competitors.” stated Hamric.
For the quarter, Food Areas represented 49.6 percent of digital coupon events, while Non-Food Areas represented 52.3 percent. (NOTE: Sum of all Areas may be greater than 100% due to events which include more than one Area). Three of four Non-Food Areas increased in share of activity, with Household Products having the greatest increase, growing 0.4 points from Q1 2011 to Q1 2012. Conversely, Dry Grocery saw the largest decrease in share, declining 1.5 points from Q1 2011 to Q1 2012. More Manufacturers Promoted on Retailer Websites
Among the 368 manufacturers that distributed digital coupon across leading Network and Retailer websites monitored by Kantar Media during Q1 2012, 146 distributed digital coupons across both Retailer and Network websites, 211 manufacturers distributed digital coupons only on Retailer websites, and 11 manufacturers distributed digital coupons only on Network websites. The number of manufacturers distributing digital coupons on only Retailer websites grew by 43.5% in Q1 2012, compared to the same period in 2011. Retailer Website Activity Exceeded 2,000 Events
The top five key retailer websites monitored by Kantar Media distributed 2,572 digital coupon Events across 296 manufacturers in Q1 2012. Kroger.com had the greatest number of Events at 726, but the lowest number of manufacturers active on their website in Q1 2012. Safeway.com was the second most active key retailer website with 634 Events and 102 manufacturers promoting in Q1 2012. Publix, the third most active website had the greatest number of manufacturers at 141, comprising more than half of the total manufacturers that were active across all websites in Q1 2012.
“Retailers provide an important link between manufacturers and their consumers through multiple advertising and promotion platforms that may be used to drive sales and build brand equity – including digital coupons. Retailers offer brand marketers and retail account teams different digital coupon programs including both Load-to-Card and Print-at-Home coupon programs. But many retailers go further by integrating digital coupon offers with other advertising programs to reach shoppers in the home and to drive a trip to the retailer’s store,” stated Dan Kitrell, Vice President of Marx Account Solutions, at Kantar Media NA. “To effectively partner with retailers in this complex media-driven world, manufacturers need to understand where their categories and brands fit within their retailer’s advertising and promotion programs so they may better align the right programs with the right retailers during the right weeks. Kantar Media’s DirectHEATTM delivers these capabilities and provides actionable insights so our clients can stay ahead of their competition at their leading retail accounts. In a growing and more fragmented media space, delivering the right message with the right promotion during the right week can have a significant influence on shoppers on their paths-to-purchase, resulting in improved incremental sales and promotional lift for manufacturers,” concluded Kitrell. About Kantar Media
Kantar Media provides strategic advice and competitive intelligence to the world’s leading brands, publishers, agencies and industry bodies, helping them navigate and succeed in a rapidly evolving media industry. This includes analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media; and, evaluating consumers’ reactions in earned media. Kantar Media provides clients with a broad range of insights from audience research, competitive intelligence, vital consumer behavior and digital insights, to marketing effectiveness and online influence. Our experts currently work with 22,000 companies tracking 3 million brands in 50 countries. www.KantarMediaNA.com