Legacy brands in more commoditized categories—such as paper products and dish care—are at a disadvantage on both social media with lower visual appeal, and on educational content with lower search demand. Winning the shopper in shopping mode becomes even more critical and brands should capitalize on the opportunity to attract price-sensitive shoppers with display ads on e-tailer sites, and move them downstream faster for conversion.

Across mobile devices, web ad impressions served on retailer sites by home care brands tracked in Gartner L2’s report on the topic increased from 67% to 85% year over year, and is only further heightened in these commoditized categories, where brands like Palmolive and Quilted Northern respectively served 99% and 96% of their total non-video ad impressions on retailer sites. Both brands achieved a Gifted ranking in Gartner L2’s Digital IQ Index: Home Care and channel their efforts to sway consumers with purchase-oriented display creatives that highlight promotional product offerings. While search volume for coupon-related keywords declined in every category, it grew by 8% in paper products—signifying the importance of offers in display messaging.

Brands in the paper products and dish care categories respectively direct 94% and 63% of their display ad impressions to relevant product landing pages on retailer sites, compared to the brand average of 47%. Angel Soft, the top performing brand on Walmart in the paper products category, doubled down on shortening the e-commerce funnel by serving 86% of non-video desktop impressions on Walmart and having the same e-tailer serve as the landing page for 76% of its ad impressions.

As enterprises continue to explore ways for brand-building on newer, visual-heavy platforms, legacy brands should double down on the other digital media channels to offset gaps in social media competencies. In prioritizing digital investments, brands should carefully evaluate the effort-to-result ratio across all digital touchpoints, keeping consumer decision-making behavior in mind for their respective categories.

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