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.
At Charmin’s peak in the line chart above, the ad pictured was found on Drugstore.com, leading shoppers to a product page. During that week, P&G’s Charmin and Bounty were the only paper products seen on Drugstore.com.
At its peak, Bausch & Lomb’s Alaway was found on CVS, Drugstore.com and Walmart. Each ad redirected the shopper to Bausch & Lomb’s site to retrieve a coupon. The advertised coupon value was consistent on each site.