Recipes for 50%
July 21, 2009 by Benjamin Christie
An interesting report from JupiterResearch called “Targeting Online Food Lovers — Identifying Segments and Online Advertising Opportunities,” reveals that 50% of online users are looking for food and cooking information online. Let me say that again – 50% of online users are looking for food and cooking information online.
Monique Levy of JupiterResearch noted that food fans typically are looking for the specific information found on food sites, rather than the more general food information found on health and wellness sites. “Online food lovers use food destination sites and manufacturer sites the most, rather than branded product sites and health- and lifestyle-related Websites,” Ms. Levy said.
This research shows that it’s not just foodies which use the internet to research recipes, but in actual fact it’s the wider internet audience who uses the internet as a resource for food information. This in turn means that advertising in and around recipes can have a huge effect at the supermarket checkout. One thing that the report also indicated was that people are not looking for cheap foods online, rather they are seeking information on gourmet or organic products.
So where does the half of the internet looks for food, recipes and cooking information online? Well if you take a look at the sites within the Gourmet Ads network, they are typically;
1. Recipe Portals
2. Regional Recipe Sites – like Australian Recipes
3. Nich Food Sites – like New Orleans Cuisine
4. Food Blogs
5. Chef and Restaurant sites
Major food manufactures as well as food equipment companies understand that people search for recipes online. Which is why online savvy companies like Nestle and Kraft have developed and published a wide range of recipe and food content on their sites.
So with such a volume of consumers coming to food and recipes sites, it makes sense for food and food related companies to advertise online to reach these large audiences. Add to this the diverse range of people looking for recipes also means that products which are not food related will perform – check out a blog we wrote sometime ago called “Not only Food, Wine or Beer”.
If you’d like to advertise in or around recipes on the internet, download the Gourmet Ads Media Kit or Request a Proposal from us.
Article Source ; http://www.emarketer.com/Article.aspx?R=1004743
Blog Tags
grocery, grocery stores, jupiterresearch, media buying, media planning, online advertising, online recipes, recipe ads, recipe sites, recipes, supermarket, targeted advertising, vertical advertising networkCategorySocial Bookmarks
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