User Generated Recipes
December 30, 2009 by Benjamin Christie · Leave a Comment
Some advertisers don’t like to run their advertising on websites which feature user generated content. This is because their advertising could appear next to something inappropriate. I totally understand why some companies take that stance. However, User Generated Recipe sites are different to regular user generated content and shouldn’t be included classified the same.
For those that don’t know, user generated recipe websites are where the community of thousands of recipe authors contribute to the site instead of just a few authors. Nearly every user generated recipe sites have a recipe structure to follow and they require an image for every recipe. Because the community is so varied with cultures and cooking experience, the website ends up featuring a vast amount of unique content that cant be found else where. Over time recipe authors who create great recipes that people enjoy attract a cult following. Additionally because there isn’t any editorial agenda’s at play the site grows organically and features all types of great recipes.
Gourmet Ads now represents a number of User Generated Recipe sites. So why should you be running advertising on a User Generated Recipe site?
- Large dedicated audiences
- High page impressions per user
- Continually growing with new recipes all the time
- Strong sense of community between readers and recipe authors
- Conversation between recipe authors
- Readers can rate recipes
So what advertisers can benefit from advertising on User Generated Recipe sites? Well any advertiser that wants to reach the main household grocery buyer. The person who’s looking at recipes online is also more than likely to be the same person who purchases the groceries for the household. Across the globe a number of companies including the multi national food company Unilever have developed their own user generated recipe sites.
For your next advertising campaign if you’d like to include sites featuring user generated content, then Gourmet Ads can develop a bespoke campaign for your consideration. Start by downloading our Media Kit or Request a Proposal from our team.
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.
