The Internet is an indispensable channel for food advertisers because 50 per cent of online users are looking for food and cooking information online.
Detailed in a new report, "Targeting Online Food Lovers - Identifying Segments and Online Advertising Opportunities," JupiterResearch reveals that food advertisers should fully leverage the online channel and explore emerging opportunities around video and mobile content.
Senior Analyst at JupiterResearch, Monique Levy said, "Online food lovers use food destination sites and manufacturer sites the most, rather than branded product sites and health and lifestyle related web sites.
"This suggests that sites like epicurious.com and foodnetwork.com provide important advertising opportunities and that manufacturers' web sites like kraftfoods.com are smart to invest in their main web site."
Advertisers in niche categories including organic foods and gourmet foods must pay particular attention to the online advertising opportunity.
Online food lovers that prefer to buy and eat gourmet foods, organic foods and 'good-for-you' foods are significantly more likely to use online food web sites than are online food lovers that say they primarily buy or choose their foods based on price.
President of JupiterKagan, David Schatsky, added, "We noticed off-line media such as TV programming and new magazines growing with a focus on food and we researched to see how this translated online.
"We found a significant opportunity for food and lifestyle-related advertisers and publishers because so many people turn to the Internet to find out more about food."
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