Anthony, your parting comments on <PPOD> please.
Todays news: biz.yahoo.com
Company Press Release
SOURCE: Peapod, Inc.
Peapod Online Ads Yielding Up to 30% Click
Through; New Study Reveals Effectiveness of
Marketing in Peapod's Internet Supermarket
SKOKIE, Ill., April 15 /PRNewswire/ -- Peapod, Inc. (Nasdaq: PPOD - news), the nation's leading Internet grocer,
today announced that in a recent interactive marketing study it conducted on behalf of certain of its consumer packaged
goods clients, Peapod achieved click through rates as high as 30% for clients advertising on Peapod.
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.
The study also generated other findings, including:
-- 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.
''We are very excited about the impact of these findings,'' said George Douaire, Vice President and General Manager
for Peapod's interactive marketing services division. ''Understanding the effectiveness of online marketing activities
allows us to get the best results for our packaged goods clients. 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 offers leading manufacturers the opportunity to learn about the massive marketing potential of online grocery
shopping through its customized and syndicated research services, including its CONSUMER DIRECTIONS(TM)
learning cooperative. Since 1995, many leading packaged goods companies including Kraft Foods, Inc., Nestle
U.S.A., Inc., and Ralston Purina Company have utilized the unique marketing power of Peapod to refine their online
marketing skills. CONSUMER DIRECTIONS is a subscription-based service that offers marketers a combination of
media, testing and data deliverables derived from the unique technology of America's leading online grocer.
Peapod, Inc. (www.peapod.com) is America's leading Internet supermarket, providing consumers with broad product
choices and local delivery services. The Company currently provides such services in eight metropolitan markets in the
United States and serves approximately 100,000 members. Peapod is also a leading provider of targeted media and
research services to consumer goods companies, offering its unique medium for targeting promotions and advertising at
the point of purchase and conducting cost effective research.
SOURCE: Peapod, Inc. |
