"Pro-Snacker" Campaign Performance

Stellar performance from recent Almond Board campaign! After seeing strong results during Jan-Feb 2010 (TV and online ads), ABC elected to invest additional dollars and extend the "Pro-Snacker" campaign. The online ads continued to run within targeted content on CBSSports.com and ESPN.com for the months of May and June, and a high-impact print placement was added to the mix. Three consecutive 1/3 page (aka sidebars) ran in the June issue of Men's Health followed by a customized version of one of the existing full page ads.

Here are a few highlights; full performance report can be downloaded and viewed here.

ONLINE

• Overall CTR increased from 0.22% to 0.57% (Jan/Feb to May/June)
• Unique interaction rate increased from 3.53% to 7.36%
• Pre-roll video placements continued to be the strongest overall performers; CTR on individual placements was as high as 1.29%

http://devlinux.srg.com/ABC/ALM_090472/

PRINT

• Of 61 advertisements in the June issue of Men’s Health, the Pro-Snacker ad series ranked 1st overall with 76% of respondents reporting taking action, or intending to take action, as a direct result of seeing the ABC ad. (Issue norm 52%)

Campaign landing page: www.AlmondBoard.com/ProSnacker

The Almond Board of California kicked off 2010 with some exciting new creative targeting its healthy men audience. During January and February, ten and fifteen second TV commercials ran on ESPN, mostly during SportsCenter. The TV spots were also leveraged online as pre-roll ads and rich media banner units on ESPN.com and CBSSports.com. And--I know, hard to believe there's more--men could play an "Almond Toss" game within banner ads running on ESPN and CBSSports.

Online performance metrics were very strong with click-thru-rates as high as 1.23% (campaign average 0.22%) and an average interaction time of 20 seconds for the rich media units!

If you haven't seen this creative, or played the Almond Toss game, be sure to check out www.AlmondBoard.com/ProSnacker

Talk to Laurel Muir or Katie Beer for more details.