Retailers shift their ad spending from TV, radio and print ads to digital ads.
Ebags.com was the fastest growing shopping site with back-to-school online ad campaigns, with visits increasing 123% to 1.3 million in August from 582,000 in July, according to Nielsen/NetRatings. OfficeMax was No. 2, with visits up 22% to 2.8 million.
Ebags.com was the fastest growing shopping site with back-to-school online ad campaigns, with visits increasing 123% to 1.3 million in August from 582,000 in July, according to Nielsen/NetRatings.
OfficeMax had the second fastest growth rate, with visits rising 22% to 2.8 million in August from 2.3 million in July; followed by LLBean.com, up 17% to 2.8 million from 2.4 million; Staples, up 13% to 6.3 million from 5.6 million; Office Depot, up13% to 4.5 million from 4 million; Kohls.com, up 10% to 5.3 million from 4.8 million; JCPenney, up 9% to 8.6 million from 7.9 million; Amazon.com, up 9% to 41 million from 37.6 million; Target, up 8% to 21.4 million from 19.8 million; and CircuitCity.com, up 1% to 8.5 million from 8.4 million.
“Online back-to-school shoppers are looking for a wide selection, good prices and a way to avoid crowds,” says Heather Dougherty, senior retail and travel analyst, Nielsen/NetRatings. “Parents are motivated by online coupons and other promotions, while kids are increasingly becoming educated online shoppers in their own right.”
Most of the fastest growing online shopping sites also experienced an increase in the number of image-based online ad impressions from July to August, according to Nielsen’s AdRelevance. JCPenney had a 1,227% increase in impressions to 443.2 million in August from 33.4 million in July; followed by Kohl’s, up 450% to 77 million from 14 million; Staples Inc., up 297% to 64.7 million from 16.3 million; Target Corp., up 119% to 514.5 million from 235.4 million; Amazon.com, up 29% to 435.9 million from 338.8 million; and Ebags, up 14% to 8.3 million from 7.3 million.
Four of the fastest growing online shopping sites had a decrease in ad impressions. Office Depot experienced a 30% drop to 8.7 million in August from 12.4 million in July; followed by OfficeMax, down 19% to 893,000 from 1.1 million; CircuitCity, down 12% to 437.4 million from 496.5 million; and LLBean, down 9% to 52.2 million from 57.6 million.
“Back-to-school retailers can maximize their ROI by running strong online advertising campaigns in the few weeks before the school year begins,” Dougherty says. “July is too early to reach most families, whose kids start the school year right before or right after Labor Day.”