CPG Ad Revs Show Uptick, But Lag Other Verticals

Packaged-goods-A2Consumer goods advertisers are typically considered more conservative than those in other categories, like automotive and entertainment, and their spending in mobile reflects that.

CPG ad revenue on Millennial Media’s mobile ad network last year was up 235%, but that growth rate ranked it sixth behind other verticals, including retail, telecom, auto and financial services. The company doesn’t provide actual dollar figures, but it’s likely CPG spending is starting from a relatively small base.

A new study on CPG mobile advertising by Millennial, conducted with comScore, estimates the U.S. consumer goods audience on devices at 85 million. The bulk of that audience is 25 to 54 and skews towards women (53%). Across the total mobile audience, however, men are responsible for 54% of grocery shopping via mobile.

When shopping in-store, men are also more likely to compare prices and check availability, while women are more apt to ask friends or family members about a particular product.

Within CPG, beverage makers (including alcohol brands) are by far the largest advertisers, accounting for 43% of spending in the category last year on Millennial’s network. That was followed by cosmetics and hygiene (28%), food (14%), household products (10%), and pet products (5%).

Among other findings:

-40% of Consumer Goods campaigns on our platform in 2012 utilized real-time location-based targeting.

-“Foodies” is the audience segment most often targeted by CPG advertisers.

-Watching a video was the most common post-click feature used in CPG mobile campaigns (44%), along with social media (34%), site search (29%), and subscription sign-ups (21%).

-82% of Millennial's CPG impressions in 2012 came from smartphones, and 18% from tablets.

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