Coupons Inc. is now putting a spin on contextual ad serving with a new program that serves up coupons contextually, for home printing and store redemption.
For example, the system works when a "bot" scans copy relating to children’s nutrition and healthy cereals on a host site, and then generates links to consumer-printable coupons for whole-grain cereals manufactured by or available at the coupon’s sponsor. The offer of a printable coupon appears in a small window that’s launched when a consumer mouses over highlighted words in the copy. When printed, the coupons are then redeemable at local retailers.
One metric of success for the system, will be an increase in coupon printing and redemption for participating marketers. While many CPG and other sites already offer printable coupons, consumers generally have to look for them in a dedicated area of the site. The contextual presentation of the coupons in the program already is producing multiple double-digit increases in the rate of coupons being printed on participating sites. Coupons, Inc. anticipates that it could increase the store redemption rate, now averaging about 15% to 17% by a few percentage points.
What makes this interesting is that coupons are one of the "tools of the trade" that W2S firms use to help prove that consumers are in fact making the leap from researching online to purchasing instore. However, using coupons to make a business case has traditionally been a very difficult task as the print and redemtion rates are usually very low (much lower than the claimed 15%-17% redemption rates that Coupons, Inc claims). What would be interesting is to possible try out this new technology of serving coupons to consumers in a more relevant manner, and then to see if the results of viewing -> printing -> redemption is any better.
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