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.
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.
