Guess Who's Seeing Web Traffic Soar

Yes, you read that right. Staid old supermarket staples, once scoffed at as laggards in digital media, are charging online at an unprecedented pace -- and their efforts are being rewarded: Traffic to industry websites in the past year has grown twice as fast as the U.S. internet population.
Unique visitors to package-goods brand websites soared 10% compared with a year ago in the third quarter to 66.4 million, according to data shared exclusively with Ad Age by ComScore. The tally is double the 5% rise in the U.S. internet users to 181.9 million.

The traffic increase, according to ComScore, appears to come primarily from a surge in online display advertising from package-goods players, who, while relatively late to embrace the medium, are now coming on strong.

Mars' Uncle Ben's site, for example, which cracked the industry's top 10 last quarter, according to ComScore, did so primarily by using targeted banner ads on Oprah.com and FoodNetwork.com. They generated nearly 2 million of the 3.6 million visits the site received in the third quarter. UncleBens.com traffic surged more than 1,700% from a year ago.

Courtesy:- Ad age