Advertising Online Recipes
August 11, 2009 by Benjamin Christie · Leave a Comment
We recently wrote a blog called Recipes for 50% which talked about how some research by JupiterResearch which indicated that 50% of online users are looking for food and cooking information online. Since then we’ve been told about some research from Nielsen’s NetRatings, which like Jupiter has determined that the most popular food related activity online is searching for recipes. So I thought we’d go a little bit deeper into this trend and look at why consumers are heading online to search for recipes and how advertisers can reap the rewards of this trend.
So why are consumers moving online to find recipes? Well there is no doubt that consumers prefer to search and find recipes online opposed to ploughing through cookbooks to find a recipe. Obviously because its quick and easy, but other reasons include;
- Cost – nearly every online recipe site is free
- Video Recipes – More and more recipes sites are now including videos on how to cook particular recipes. So instead of trying to workout how to create a particular recipe, you can site and watch the recipe being created first then make it yourself.
- Recipe Authors – The majority of recipe websites publisher user generated recipes which are created by everyday cooks opposed to chefs. As such most recipes online tend to have a family focus opposed to a fine dining experience.
- Social interaction – many recipes sites allow you rate recipes their. Consumers who have cooked recipes previously can provide comments and suggestions about the recipes, helping you steer away from recipes that don’t work.
- Extensive choice - there are literally hundreds of thousands if not millions of recipes online compared to the 100 or so in a cookbook. You can compare recipe against recipe and determine the ones that look the best.
- Search by ingredients – For people that have an ingredient in the cupboard or fridge they want to use. On most recipe sites they allow you to search by that particular ingredient showing recipes that use the ingredient.
So how can food companies reach this audience of food consumers and household grocery buyers. We know because of our audience profiling at Gourmet Ads that people that visit online recipe sites tend to be the household grocery buyer. As such advertising along side recipes can have a significant effect on sales at the supermarket. Gourmet Ads can develop a strategically placed advertising campaign where you’re advertising is place along side recipes.
For more information about Advertising Online Recipes, then download the Gourmet Ads Media Kit or Request a Proposal from us.
Recipes for 50%
July 21, 2009 by Benjamin Christie · Leave a Comment
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
