Brandcaster: Bringing coupons into the 21st century

Coupons are being brought to the Internet masses with a new online distribution network that aims to improve the performance, and accessibility, of these increasingly paperless marketing devices.

by Helen Leggatt

Coupon redemption rates have never been much to shout about, but all this could soon change with the introduction of Brandcaster from Coupons Inc. Marketers can now take advantage of contextual targeting techniques to increase coupon exposure and redemption instead of being limited to coupon-specific websites such as smartsource.com or coolsavings.com.

"In concert with the subject matter of the Web site they are visiting, coupons are ordered and delivered in real time to best match the consumer's interest," said Steven Boal, Coupon Inc’s chief executive officer.

As per Google AdSense, Coupons Inc. will share revenue with participating publishers and advertisers will only have to pay when a consumer prints out a coupon.

Brandcaster aims to take coupons online and into the 21st century and now is a good time, with even those on high incomes looking to tighten their belts. Brandcaster brings advertisers and publishers together to present a solid brand message and reward for engagement. In fact, research shows that approximately 86% of consumers would print and use coupons that were presented to them alongside an article or content relevant to what they are reading, according to a Experian/Simmons survey.

Several large advertisers are already sending ads via Brandcaster including Kraft Foods Inc., Clorox Co. and General Mills Inc.