The above graph Featured in L2’s Digital IQ Index: Food shows display advertising call-to-actions from Food conglomerates in our latest study. 88% of Food brands actively engage in display advertising, and all have distinct strategies for making consumers click. Consumer packaged goods companies generally focus on branding over ROI when designing display ads, which has lead many (such as Nestlé) to focus on informational content in their ads. 45% of Nestlé ads have a “learn more” prompt, and just 2% encourage shoppers to “buy now” or “shop now.” Cheetos uses display advertising to direct consumers to its “TP Project” page, which enables virtual toilet-papering of an address of choice. Some brands even display no call-to-action; 57% of Kellogg ads and 14% of Hershey ads have no CTA.
For those with a more direct approach, couponing is the top CTA. A third of display ads for General Mills brands (which derive the highest percentage of traffic from display advertising) promote couponing. Hershey and Kraft promote couponing in 27% and 28% of their ads respectively. Nature Valley Breakfast Biscuit display ads are virtual coupons consumers can print or save for a $0.75 discount.
Digital ad spend on consumer products has increased to $5.32 billion from $2.98 billion in the past year, and is estimated to increase12.3% a year through 2017. As display advertising increases, related technologies will make better use of ads. Unilever, for example, is building a database of consumers buying habits and demographics, which can be used for real-time marketing campaigns. It will be interesting to see whether Food brands’ CTAs will evolve with the data.