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BizReport : Advertising : March 08, 2011

Study finds display ads push grocery spending

Forget about those grocery lists carried into stores by harried moms and dads. A new report from Nielsen Catalina Solutions, PointRoll and Supervalu Inc. found that grocery spending is becoming more influenced by interactive display ads. Researchers found that using interactive, hyper-relevant display ads pushed grocery spending.

by Kristina Knight

supervalu.jpgConsumers are walking in to grocery stores armed with lists, coupons - and now information. According to a recent study from Nielsen Catalina Solutions and Supervalu, using PointRoll ad units, consumers aren't only influenced to make grocery purchases based on lists and coupons. Their research shows that interactive display ad units are also pushing consumers' interest in and purchasing of grocery items.

"This study not only enabled us to better understand our customers and respond to their changing media habits, but to acutely measure the value of our online spend and the benefits of more relevant and activation-based advertising," said Shelly Nelson, Director of Connections Strategy and media with Supervalu. "Online delivery of weekly sale items is cost-effective and is relevant to today's consumer."

For the study, Supervalu enlisted PointRoll's ShopLocal platform to deliver weekly in-store sales information. Using PointRoll's PaperBoy eCircular, they found performance increases over standing non-expanding flash ads, in-store sales increases and a three-times-higher sales lift. Researchers studied 30 million impressions during the study period.

"Our ability to quantify the impact of online ad exposure on store traffic helps retailers like Supervalu better plan their marketing expenditures. It's not enough to just look at the increase in offline sales and ROI from an online campaign, but the drivers that contributed including number of shoppers, basket sizes, characteristics of each household segment and the impact on competitive marketers," said Steve Warshaw, Senior Vice President at Nielsen Catalina Solutions.

Tags: display advertising, eCircular, grocery ads, mobile ads, Nielsen Catalina Solutions, PointRoll, SUPERVALU

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