Bargain Hunters Use Online Ads Only Slightly Less Than Newspaper Ads

Photo credit: bfishadow



It's intuitive that people who are hunting for bargains are going to reach for media that associates strongly with coupons.  A recent Adweek/Harris Poll study finds two things about this, one surprising, one not.

First, what we could have guessed: the coupon-clippers of the world like newspaper and magazine ads. Just about one in four of the 2,136 Americans polled felt that these media were where the bargains were to be found.  Also, the older and less educated a respondent was, the higher that number.

What isn't obvious - but should be, across the whole banner advertising industry - is how close behind online ads are for bargain hunters.  More than one in five respondents said online ads were the place to look for the best bargains.  Naturally, that number rises the younger and better educated a respondent is, but the big surprise is in the near-parity across all bargain-huning folks.

Coupons Are A Cornerstone Of Remarketing And Retargeting

Let there be no confusion: as the newspaper business shrinks, localized, coupon-oriented marketing does not shrink with it.  Instead, it migrates onto the web, right into the digital display advertising industry.

Handling online coupon campaigns is a little trickier than other campaigns.  Creative needs to be super-flexible for localization, user interactivity is a must, targeting and re-targeting must be fully supported,multiple campaigns must be easy to handle.

Hmm.  Does anybody know of any display advertising platform that delivers these features?  ;)