According to Ad Age, unique visitors to package-goods brand websites soared 10% compared with a year ago in the third quarter to 66.4 million. The tally is double the 5% rise in the U.S. internet users to 181.9 million.
The traffic increase appears to come primarily from a surge in online display advertising from package-goods players. Mars’ Uncle Ben’s site, for example, which cracked the industry’s top 10 last quarter, did so primarily by using targeted banner ads on Oprah.com and FoodNetwork.com. UncleBens.com traffic surged more than 1,700% from a year ago.
