With broad audience base, CPGs seek to reach consumers across devices and platforms
Experimenting with various mobile advertising tactics has helped CPG marketers stand out among other industries. As consistent spenders in the mobile advertising space, Millennial Media reported that from 2011 to 2012, the consumer goods vertical grew 235% on its platform. In addition, a study by comScore and Millennial Media found that the vertical’s primary goal of driving brand awareness is a core reason for expanded reliance on the mobile platform.
According to comScore and Millennial’s findings, when compared with all advertisers, 46% of consumer goods campaigns worldwide in 2012 focused on brand awareness, while only 14% of advertisers across all verticals focused on the same goal for their mobile ads. Other common goals among consumer products advertisers were site traffic and sustained in-market presence.
Because CPG brands are primarily purchased in physical stores, awareness-focused campaigns are typically more effective than direct response.