Smaller manufacturers such as NeilMed’s Neti Pot entered the digital marketplace with a strong impact in Q2. Neti Pot ads were seen on Drugstore.com with a discount offer leading to a product page.
The jump in sightings during Q2 for Reckitt Benckiser’s Air Wick was due to increased advertising on Drugstore.com and co-branded advertising with Dollar General. The ads and offers on each were different.
As these charts indicate, the average number of sightings for Drugstore.com and Sam’s Club were consistently greater than those for all of the other retailer sites that OASIS monitors. Target, Walmart, Best Buy and Walgreens followed.
Drugstore.com’s decrease in average appearances the week of May 26 is not due to ads not appearing, rather that they appeared less frequently. For example, appearances of ads from Bausch & Lomb’s Alaway decreased by 50%, while P&G’s Charmin dropped by 43%.
