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.
May’s spike in Health is driven by Nutritional brands (including Pfizer’s Centrum and Caltrate; CytoSport’s Muscle Milk and Nestlé’s Power Bar), which made up 53% of the category during this time period. These ads appeared on Drugstore.com, Walgreens, Kroger, Target and Amazon.com with a “shop now” or online coupon/discount.
