The Carpet Foundation is looking to repeat its online consumer advertising after ‘unheard of’ success.
CF has been advertising on the websites of four home interest magazines: Home and Gardens, Livingect, Ideal Home and RealHomes. The second part of the campaign saw 67,000 advertisements across three weeks from 9 May.
Page views on the CF website were up 77.3% on the same period last year while unique page views were up 56.82%.
As before, the objective of the campaign was to promote independent retailers as the people to buy carpet from. Four different advertisements were used, all with the call to action to ‘buy from one of our experts’ and directed consumers to the CF website.
‘In terms of the advertisements’ formats, mid page advertisements performed very well this time and did better than last time. This was especially the case on Livingetc which had a click through rate of 0.35% which is, to quote Future, the publishers of all four titles, “quite unheard of as the average CTR for a mid-page is 0.06%.” This format on every site got substantially higher than this,’ says a CF spokesman.
‘The other stand out performer for the campaign again was the wrap around advertisements across all four websites. These did very well last time with click through rates between 0.55% and 1.68%, however this time was much better, especially RealHomes which got 2.69%, which is, again to quote Future, “outstanding compared to the industry average of 0.8%”.’
‘These are really encouraging results and, subject to the economy, it is our intention to return with a third burst, this time lasting five weeks, in October and November.’
