New Product Launch Campaigns Receive Lift When Messaging Digital Coupon Users, According to New Research by Dynamic Logic; Digital Coupon Users Shop More Frequently and Spend 42% More on Groceries Than Average Consumer, Finds New Study from GfK
Mountain View, CA – May 9, 2013 – New research unveiled today shows that engaging with digital coupon users dramatically impacts effectiveness of new product introductions for brands. Conducted by Millward Brown’s Dynamic Logic, a leader in digital insights, and commissioned by Coupons.com, the study measured effectiveness of site display advertising and/or site sponsorships across three consumer packaged goods (CPG) brands. Findings showed substantially higher increases in consumer recall and purchase intent, compared to industry benchmarks from Dynamic Logic’s MarketNorms® ad effectiveness database.
Conducted in January and February of this year, the study evaluated online display and/or site sponsorships on Coupons.com for new product introductions by three well-known CPG brands in the food, beverage and household cleaning supplies categories. The campaign for the new household cleaning product included display advertising; the campaign for the new food product included a custom site sponsorship; and the campaign for the new beverage product involved both display advertising and a custom site sponsorship.
“Brands marketing to digital coupon users not only benefit from increased ad recall and purchase intent, they also gain awareness among this group of consumers that shops more frequently than the average grocery shopper and spends more each time they do,” said Tony Biancalana, regional vice president of media solutions at Coupons.com Incorporated. “The new research further underscores the benefits for marketers to connect with this audience.”
Research by Coupons.com has shown that a large percentage of digital coupon users are in pre-shopping mode when browsing online coupons. Specifically, 59 percent of visitors planned to visit a grocery store within two days and 43 percent planned to shop within the next 24 hours.
Increased Consumer Recall of Brand Advertising
Consumer recall for each of the three campaigns greatly outperformed CPG industry benchmarks, helping the brands to attract attention for their new products. 36.3 percent of people were more aware of the brand advertising for the food category product after exposure to the brand sponsorship. In addition, the beverage category product saw an increase of 7.2 percentage points in ad recall and the household cleaning category product experienced an 11.9 percentage point increase in ad recall. For comparison, the average increase in online ad recall for CPG category campaigns is approximately 4.8 percent, according to Dynamic Logic’s MarketNorms. By messaging consumers in receptive pre-store shopping mindsets, the average increases in ad recall from the Coupons.com campaigns were 3.8 times better than industry benchmarks.
Increased Purchase Intent For Product Line Extensions
The results provided by Dynamic Logic’s AdIndex Dash®, which measures advertising effectiveness, isolated the increases in purchase intent generated amongst consumers exposed to the advertisers’ messaging on Coupons.com. The additional attention that the three new product launches captured translated to increases in purchase intent for all three brands: +16.6 percent for the food product, +6.6 percent for the beverage product, and +7.0 percent for household cleaning product. These increases are higher than Dynamic Logic’s CPG industry benchmark increase for purchase intent of 1.1%, indicating that shoppers were, on average, 9.2 times more likely to consider purchasing the new products featured on Coupons.com, compared to Dynamic Logic CPG category benchmarks.
Complementary Research on Digital Coupon Users Also Released Today
Additional new research was released today by GfK regarding spending habits of digital coupon users. The report shows that digital coupon users shop more frequently and spend significantly more during each trip than the average U.S. consumer. Specifically, the study found that digital coupon users spend 42 percent more on groceries annually ($4,295) compared to average shoppers ($3,035).
The research found that, compared to average shoppers, digital coupon users:
• Make 25 percent more shopping trips per year
• Spend 13 percent more per shopping trip
• Spend 42 percent more per year on grocery purchases
Additional details are available in a GfK press release by clicking here.
About Coupons.com Incorporated
Coupons.com Incorporated is the recognized leader in digital coupons, including online printable, pure digital and mobile promotions. For consumers, the company’s products include Coupons.com, the 40th largest website in the U.S. †, as well as Grocery iQ and Coupons.com mobile applications. For brand marketers, the company distributes digital coupons to millions of consumers throughCoupons.com and tens of thousands of websites comprising the Coupons.com digital coupon network. The company also powers digital coupon initiatives in 1-to-1 online marketing campaigns—including display advertising, email and social media programs. For publishers, the company offers solutions to monetize website traffic, including branded microsites, and Brandcaster, a self-service coupons syndication platform. Clients include hundreds of top consumer packaged goods brands (including Clorox, General Mills, Johnson & Johnson, Kellogg’s, Kimberly-Clark, and Kraft Foods), leading restaurant, toy and entertainment companies, as well as top retailers (such as A&P, CVS, Duane Reade, H-E-B, Kmart, Kroger, Safeway and Walgreens). Founded in 1998, the company is based in Mountain View, CA. To start printing coupons, visit www.coupons.com. To learn more about the company visit www.couponsinc.com. Visit Coupons.com on Facebook atwww.facebook.com/couponscom. † Nielsen, October 2012
About Dynamic Logic
Dynamic Logic (www.dynamiclogic.com) is the world leader in digital insights. Founded in 1999 as a pioneer of the digital revolution, Dynamic Logic helped establish the Internet’s true marketing value to businesses by developing solutions that measure beyond click-through to quantify the full brand impact of online advertising. As part of Millward Brown, Dynamic Logic continues to lead the industry — developing innovations to optimize and track digital ad impact, specializing in emerging media platforms, and integrating insights across all digital and non-digital media. For marketers, agencies, and publishers alike, Dynamic Logic offers the most cutting-edge and adaptable solutions to make the most of every digital marketing dollar.
GfK is one of the world’s largest research companies, with more than 12,000 experts working to discover new insights into the way people live, think and shop, in over 100 markets, every day. GfK is constantly innovating and using the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2012, GfK’s sales amounted to EUR 1.51 billion. To find out more, visit www.gfk.com/us or follow GfK on Twitter: https://twitter.com/GfK_en.
 Dynamic Logic’s MarketNorms benchmark measured 825 CPG campaigns during 2010 to 2012.
 Source: Coupons.com On-Site Survey, March 2013 (N = 1943).
 GfK, Digital Coupon Redeemer Purchase Trends for 2012,. Data based actual grocery shopping behavior of more than 43,603 households that used digital coupons compared to the grocery shopping behavior of the average U.S. household. Data measured during 52 weeks ending January 5, 2013.