Who's Buying Your CPG Goods? A look at the CPG-Inclined Online Video Viewer

by Daisy Whitney, Jul 2, 2012, 2:20 PM

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Consumer packaged goods manufacturers are the largest category for online video advertising, but who exactly are the video viewers watching the ads served up by the CPG makers? Online ad technology firm Collective analyzed millions of video ad impressions and paired them with purchase data to develop six profiles of consumers watching online video and buying beauty, food and beverage products. This information can provide additional insights for CPG brands on where and how to reach their specific market online.

For example, Collective found that online video viewers who tend to purchase diet food are 25% more likely be female, 53% more likely to be 55 to 64, 20% more likely to earn more than $100,000 and 30% more likely to also be a high TV watcher. But Collective also delved into some interesting tidbits beyond the basic demographic information — this group is 30% to 100% more likely to search online for information about TV series, restaurants and hair care, an interesting stat that underscores their other habits and potentially unlocks new ways to find them.

By contrast, organic food product buyers don’t watch as much TV. They are 20% more likely to be low TV viewers. They’re also 30% more likely to be female, 120% more likely to be 25 to 34, and 20% more likely to earn more than $100,000. Beyond that, they’re more likely to be in the market for travel and cars, and to search out information on restaurants, education, and new moms and parenting.

Audiences that index high for beauty products and watching online video are 25% more likely to be female, 30% more likely to be 18 to 24 and twice as likely to earn more than $100,000, while also having a high propensity to seek out information on vacations, home appliances, hotels and college admissions.

Meanwhile, consumers who are likely to buy carbonated drinks are 25% more likely to earn less than $100,000, are 27% more likely to be high TV viewers, and are 45% more likely to be in the market for a home equity line of credit loan, a new car and auto parts — findings that also underscore that brands might be able to reach those consumers on sites related to those interests.

For a deeper look at the these profiles and other ones Collective developed check out the report.

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