US advertisers will collectively spend upward of $50 billion on digital advertising in 2014, according to new figures from eMarketer. This represents the fifth year in a row of torrid growth, reflecting broad economic and advertising industry trends that have driven nonstop, double-digit gains across virtually all industries since the trough of the Great Recession in 2009.
According to the report, while the face values of print coupons distributed through Free Standing Inserts, SmartSource Coupon Machines and Consumer Magazines was higher than that of digital coupons distributed through Network and Retailer websites, the gap is narrowing.
A recent study by Valassis found that 92 percent of Hispanic consumers use coupons (vs. 90 percent of all consumers) and over 80 percent decide where to shop based on those print and digital offers.
Consumers were offered more than $515 billion in consumer incentives through Free Standing Insert (FSI) coupons in 2015, an increase of 3.7 percent compared to the previous year, according to Kantar Media.
Valassis announced results of its Shopper Marketing Report with data marketers can tap into to influence a specific shopper with added focus on digital, social and mobile trends; millennials; and Hispanic shoppers.
With newspaper as their number one source for coupons and deals, these promotion-sensitive millennials are getting their savings the same way as all other consumers across age groups and income levels with 51 percent indicating this print source is their first choice for savings. The top five places all respondents most often get their coupons and deals from are the newspaper; emails/coupon alerts; Internet searches; mailbox; and retail circulars. For millennials, in-store exceeds their use of retail circulars by 4 percentage points to rank fifth.
