Packaged goods giant Procter & Gamble (P&G) has signed up as the first advertiser on supermarket price comparison site mySupermarket. co.uk. It is the first time mySupermarket.co.uk has allowed display advertising on its site since it launched in October last year.
MySupermarket.co.uk has announced a series of new advertising and promotional opportunities on its website after a series of consultations with both product advertisers. P&G will advertise brands including Pampers and Ariel on the site from this week.
MySupermarket.co.uk says it will maintain its neutrality and that any brands that advertise will feature in clearly defined sponsored areas in its shopping and “save more” sections.
Director Johnny Stern says: “The plan to introduce advertising by grocery brands has been a key element of our business model from inception. Having established a loyal user base, and increasing credibility with many leading grocery brands, now is the right time to introduce it.”
He adds: “Shoppers expect sites like ours to feature advertising. The key, as Google has shown, is to clearly indicate which areas of the site are sponsored and to make advertising effective yet non-intrusive for shoppers and brands alike. This deal represents the first of several services we will be offering grocery brands and we actively invite other brands to contact us.”
The launch coincides with a deal to offer thesun.co.uk ‘s readers up-to-the-minute pricing information. The Sun Supermarket Checker is a widget that appears as a table in Sun Money and contains 50 branded products available online from Asda, Ocado, Sainsbury’s and Tesco.