Study: Online Cooks Seek Utility in Online Ads

  |  October 29, 2010   |  Comments

Devoted chefs are most engaged by coupons, nutrition information, and other value-adds, says About.com.

A new study from About.com finds active online cooks are good targets for online grocery and food-related coupon. Among its specific findings: advertisers should include nutrition information, coupons, and other value-adds if they really want to capture cooks' attention.

The study examined online behaviors and what types of ads were most engaging to a group About.com refers to as “Real Cooks,” defined as those who “constantly [seek] new recipes, products and cooking techniques.”

Evan Minskoff, VP of marketing at The New York Times Company's About Group, which houses About.com, says the 1,150 study participants were predominantly women ages 25 to 54. Nearly 40 percent of these home cooks prepare meals every day. And more than half search for recipes at least once a week.

About.com’s 2010 Food and Cooking Study found that Real Cooks are most drawn to online food and product ads that include printable coupons and nutritional value information. Sixty-six percent of respondents said this was the most important feature.

Other appealing ads, per the survey, were as follows: ads with product information, ingredients or nutritional value (62 percent); ads that offer sample products (45 percent); and ads with printable recipes or shopping lists (35 percent). Only 7 percent of respondents said they liked ads with recipe videos.

Minskoff says coupons are so much more appealing than videos because cooks care about nutrition and value. “So those nutrition and savings benefits are actionable benefits for consumers cooking right now, and tomorrow and the next day,” he says.

Therefore, adding utility through printable coupons or nutritional information can help advertisers increase the odds of engaging intent-driven cooks.

About.com also found that online grocery ads inspire action among online cooks: 40 percent of respondents clicked on the ad; 37 percent printed the coupon; 35 percent tried and/or purchased a product for the first time; 33 percent did more research on a product; and 28 percent searched for locations where they could purchase the product.

What’s more, About.com found the top influencer for grocery purchases is healthy ingredients. Sixty-three percent of Real Cooks use foods and recipes they consider to be nutritious, low-carb or low-calorie and said nutrition is a leading driver for cooking at home.

And, while budgets are still important, consumer preference for name brands is up 32 percent from last year. Minskoff says this was the case because “trust, quality and taste are constant themes among respondents to this study."

The results are applicable to a range of advertisers. About.com says the average Real Cook shops at four different types of stores, including supercenters, membership warehouses and health/natural foods stores.

This is the first year About.com has conducted a study focusing solely on food and cooking. In the past, it was part of a larger DIY study.

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Sept 5 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Senior Director US Agency Ad Sales
      Senior Director US Agency Ad Sales (Expedia, Inc.) - ChicagoJob Title:  Senior Director US Agency Ad Sales   Position Overview: The Senior...
    • Senior Director US Agency Ad Sales
      Senior Director US Agency Ad Sales (Expedia, Inc.) - New YorkPosition Overview: The Senior Director US Agency Ad Sales is responsible for managing...
    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...