New Research Explores Attitudes and Behaviors of Digital Coupon Users, Commissioned by

  New Research Explores Attitudes and Behaviors of Digital Coupon Users,
  Commissioned by

New Product Launch Campaigns Receive Lift When Messaging Digital Coupon Users,
                  According to New Research by Dynamic Logic

Digital Coupon Users Shop More Frequently and Spend 42% More on Groceries Than
                  Average Consumer, Finds New Study from GfK

Business Wire

MOUNTAIN VIEW, Calif. -- May 09, 2013

New research unveiled today shows that engaging with digital coupon users
dramatically impacts effectiveness of new product introductions for brands.
Conducted by Millward Brown’s Dynamic Logic, a leader in digital insights, and
commissioned by, the study measured effectiveness of site display
advertising and/or site sponsorships across three consumer packaged goods
(CPG) brands. Findings showed substantially higher increases in consumer
recall and purchase intent, compared to industry benchmarks from Dynamic
Logic’s MarketNorms^® ad effectiveness database.^1

Conducted in January and February of this year, the study evaluated online
display and/or site sponsorships on for new product introductions
by three well-known CPG brands in the food, beverage and household cleaning
supplies categories. The campaign for the new household cleaning product
included display advertising; the campaign for the new food product included a
custom site sponsorship; and the campaign for the new beverage product
involved both display advertising and a custom site sponsorship.

“Brands marketing to digital coupon users not only benefit from increased ad
recall and purchase intent, they also gain awareness among this group of
consumers that shops more frequently than the average grocery shopper and
spends more each time they do,” said Tony Biancalana, regional vice president
of media solutions at Incorporated. “The new research further
underscores the benefits for marketers to connect with this audience.”

Research by has shown that a large percentage of digital coupon
users are in pre-shopping mode when browsing online coupons. Specifically, 59
percent of visitors planned to visit a grocery store within two days and 43
percent planned to shop within the next 24 hours.^2

Increased Consumer Recall of Brand Advertising

Consumer recall for each of the three campaigns greatly outperformed CPG
industry benchmarks, helping the brands to attract attention for their new
products. 36.3 percent of people were more aware of the brand advertising for
the food category product after exposure to the brand sponsorship. In
addition, the beverage category product saw an increase of 7.2 percentage
points in ad recall and the household cleaning category product experienced an
11.9 percentage point increase in ad recall. For comparison, the average
increase in online ad recall for CPG category campaigns is approximately 4.8
percent, according to Dynamic Logic’s MarketNorms. By messaging consumers in
receptive pre-store shopping mindsets, the average increases in ad recall from
the campaigns were 3.8 times better than industry benchmarks.

Increased Purchase Intent For Product Line Extensions

The results provided by Dynamic Logic’s AdIndex Dash^®, which measures
advertising effectiveness, isolated the increases in purchase intent generated
amongst consumers exposed to the advertisers’ messaging on The
additional attention that the three new product launches captured translated
to increases in purchase intent for all three brands: +16.6 percent for the
food product, +6.6 percent for the beverage product, and +7.0 percent for
household cleaning product. These increases are higher than Dynamic Logic’s
CPG industry benchmark increase for purchase intent of 1.1%, indicating that
shoppers were, on average, 9.2 times more likely to consider purchasing the
new products featured on, compared to Dynamic Logic CPG category

Complementary Research on Digital Coupon Users Also Released Today

Additional new research was released today by GfK regarding spending habits of
digital coupon users. The report shows that digital coupon users shop more
frequently and spend significantly more during each trip than the average U.S.
consumer.^3 Specifically, the study found that digital coupon users spend 42
percent more on groceries annually ($4,295) compared to average shoppers

The research found that, compared to average shoppers, digital coupon users:

  *Make 25 percent more shopping trips per year
  *Spend 13 percent more per shopping trip
  *Spend 42 percent more per year on grocery purchases

Additional details are available in a GfK press release by clicking here.

About Incorporated Incorporated is the recognized leader in digital coupons,
including online printable, pure digital and mobile promotions. For consumers,
the company’s products include, the 40^th largest website in the
U.S. †, as well as Grocery iQ and mobile applications. For brand
marketers, the company distributes digital coupons to millions of consumers
through and tens of thousands of websites comprising the digital coupon network. The company also powers digital coupon
initiatives in 1-to-1 online marketing campaigns — including display
advertising, email and social media programs. For publishers, the company
offers solutions to monetize website traffic, including branded microsites,
and Brandcaster, a self-service coupons syndication platform. Clients include
hundreds of top consumer packaged goods brands (including Clorox, General
Mills, Johnson & Johnson, Kellogg’s, Kimberly-Clark, and Kraft Foods), leading
restaurant, toy and entertainment companies, as well as top retailers (such as
A&P, CVS, Duane Reade, H-E-B, Kmart, Kroger, Safeway and Walgreens). Founded
in 1998, the company is based in Mountain View, CA. To start printing coupons,
visit To learn more about the company visit Visit on Facebook at † Nielsen, October 2012

About Dynamic Logic

Dynamic Logic ( is the world leader in digital insights.
Founded in 1999 as a pioneer of the digital revolution, Dynamic Logic helped
establish the Internet's true marketing value to businesses by developing
solutions that measure beyond click-through to quantify the full brand impact
of online advertising. As part of Millward Brown, Dynamic Logic continues to
lead the industry — developing innovations to optimize and track digital ad
impact, specializing in emerging media platforms, and integrating insights
across all digital and non-digital media. For marketers, agencies, and
publishers alike, Dynamic Logic offers the most cutting-edge and adaptable
solutions to make the most of every digital marketing dollar.

About GfK

GfK is one of the world’s largest research companies, with more than 12,000
experts working to discover new insights into the way people live, think and
shop, in over 100 markets, every day. GfK is constantly innovating and using
the latest technologies and the smartest methodologies to give its clients the
clearest understanding of the most important people in the world: their
customers. In 2012,GfK’s sales amounted to EUR 1.51 billion. To find out
more, visit or follow GfK on Twitter:

^1 Dynamic Logic’s MarketNorms benchmark measured 825 CPG campaigns during
2010 to 2012.

^2 Source: On-Site Survey, March 2013 (N = 1943).

^3 GfK, Digital Coupon Redeemer Purchase Trends for 2012,. Data based actual
grocery shopping behavior of more than 43,603 households that used digital
coupons compared to the grocery shopping behavior of the average U.S.
household. Data measured during 52 weeks ending January 5, 2013.

Contact: Incorporated
Patrick Crisp, 650-605-4695
Press spacebar to pause and continue. Press esc to stop.