Millennial Media and comScore have released a new report examining CPG mobile ad campaigns and characteristics
of the mobile consumer goods audience.
The study reveals that compared
to the average advertiser on the Millennial Media network, CPG brands
were more focused on encouraging consumers to watch video, with 44% of
the campaigns incorporating a video aspect (compared to 16% on average).
CPG advertisers also aimed to engage consumers through social media
calls to action, with 34% of campaigns incorporating social as a
post-click action, versus 18% of advertisers on average.
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