More and better eyeballs than in regular media.
Marketers Websites attract more eyeballs than other media, according to AdAge:
Believe it or not, those boring corporate websites are pulling in more eyeballs — and more influencers — than the flashy prime time TV shows, print magazines and general interest sites on which marketers advertise.
In figures, to be precise:
Yet the websites of P&G and Unilever now reach nearly 6 million and 3 million unique visitors, respectively, in the U.S. each month, according to ComScore Media Metrix.
But it’s not only about more eyeballs, these eyeballs are also quite interesting for marketers, as they are usually influencers, or at least people who actively engage with the brand in considerable numbers.
Their engagement with corporate and brand sites is well above the norm for the general population. „Visitors to [corporate and brand] websites have a much higher propensity to recommend products,“ said Pete Blackshaw, chief marketing officer of Nielsen Buzzmetrics, whose research shows more than 40% of people who give a brand e-mail feedback are likely to recommend it to others.
Much of it is derived from „regular“ online Advertising:
Much of the traffic to the big package-goods marketers‘ sites appears to be coming the way originally envisioned in the online advertising model: as a response to online display advertising. Search-heavy Google accounts for a relatively small amount of traffic to the P&G and Unilever sites compared with display-ad-heavy Yahoo
That doesn’t surprise me at all, since most of P&Gs and Unilevers products are FMCG, for which I assume users usually don’t search much. Or if people do search for these kind of things, then the FMCG companies haven’t found the right way to effectively keyword advertise.