OASIS Report: Drugstore Digital Advertising Activity

Institute AnalysisFocusing on the drugstore sites that OASIS monitors, we see that OASIS captured nearly 10 times more total ad appearances on CVS.com than Walgreens.com from January through May 2013. The numbers are directly affected by the number of ad positions on a page and how many pages on the websites, but it also reflects the retailers’ strategy for monetizing their sites. And OASIS captured 160 times more total ad appearances on Walgreens-owned Drugstore.com than on the parent company’s site. While private-label products account for close to half of the ad appearances on Walgreens.com (consistent with its private-label push in-store and elsewhere), Walgreens brand products accounted for just 0.1% of the ads on Drugstore.com. And while CVS.com did devote a quarter of its ads to private-label items, GlaxoSmithKline accounted for more than 20% of the CVS.com ads due in part to a Nicorette/Nicoderm CQ ad that’s been running consistently since December 2012. Interestingly, GlaxoSmithKline didn’t run any ads on Walgreens.com and accounted for just 0.9% of the ads on Drugstore.com. Procter & Gamble, by far the leading advertiser on Drugstore.com, ran ads for much of its portfolio – everything from Olay, CoverGirl and Tampax to Crest, Gillette and Tide.CVS.com Co-Op Activity: Institute Analysis We were surprised to see that an ad from Kimberly-Clark’s Huggies Pull-Ups appearing on CVS.com, when selected, took us to a CVS.com microsite that dangled a coupon for Pull-Ups or CVS/pharmacy training pants in addition to a coupon for CVS/pharmacy wipes. The creative on both the ad and microsite indicated a Pull-Ups ad, but the payoff seemed weighted more to CVS.The Path to Purchase Institute’s Online Advertising Survey & Insights Service (OASIS) monitors leading retailer websites to collect digital advertising content and organize it for competitive, reporting and intelligence needs.

OASIS Report: Drugstore Digital Advertising Activity

P2PI MEMBERS

JOIN P2PI

Related Topics

Related Images

Business Topic

Company

Market Segment