TRADITIONAL MARKETING-FRIENDLY FORMAT ENJOYING SECOND LIFE IN DIGITAL MEDIA
The cornerstone of retailer’ marketing efforts, the weekly ad, is successfully adapting to the new mobile environment. The weekly circular is still relevant to shoppers who are now increasingly finding that content on their smartphones and tablets. According to a recent survey a month 11,000 mobile users conducted by Placed and Retale, 74% of respondents report having looked at a circular in the last 30 days. Of those who reported looking through a circular nearly 50% viewed the ads inside a mobile app.
The evidence presented in this study indicates that the format of the weekly ad, presented digitally and on mobile devices is very relevant for shoppers and is on a steep trajectory upward.
Among the Key Survey Results:
- Over 56% of circular views have come from digital format
- 82% report they use circulars to plan shopping trips before heading out to stores