Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "cpg"
- The study examined how ad creative impacts 61 metrics including lift, search intent, click-through rates and more in the consumer product group, automotive and other verticals. Creative quality can lead to 23% aided ad-recall, which drops to 2% for ads with poor creative quality. The study found that consumers looking for a product are 20% more likely to notice and 13% more likely to enjoy ads with improved visuals such as human presence, product images, or prominent logo placement.
- As Grove Collaborative moved from a pure play D2C into broader retail presence, it had to test and learn its way into a more evolved omnichannel approach. Grove Collaborative's VP of Marketing, Samantha Howe, shares key learnings about the weaknesses of siloed D2C/retail teams and goals and how the brand built a fully integrated "internal agency" model. What did they learn about assigning different messaging and allocations, even choice of influencers, for different aims? What did they learn about useful testing, internal briefs and measuring success. And how does this emerging model point towards a different idea of what a CPG company is in a channel agnostic future?
- "We think that reflects notable changes in consumer behavior coupled with changes in legislation at the state level," says Cowen analyst.
- CPG ad spending totaled about $4.3 billion during the first nine months of 2022, compared with $5.4 billion a year earlier.
- "We see a potential return to this idea of green fatigue," says Tim Kenyon, vice president of GfK Consumer Life.
- As they worry more about war and inflation, people care a little less about protecting the planet.
- A composite of 40 of the biggest pure-play digital companies, GroupM said it is a "high-intensity" ad category that has been fueling much of the overall industry's growth.
- The ad marketplace contracted 12.7% in July vs. the same month a year ago, marking its first double-digit rate of decline since July 2020.
- Charmin's "Roll it Back, Everybody" commercial, featuring the brand's talking bear family, placed second and "led to a strong purchase intent," noted iSpot.
- As inflation hits a 40-year high, many Americans said they'll stop buying brands that reduce product size or quality.
- Other high-performing consumer goods are unexpected, and not nearly as trendy -- including 65-year-old Dove (No. 2) and Procter & Gamble's Febreze (No. 4).
- Even in its nascent development phase, CBD-rich smokable hemp is gaining use among consumers who see it as an alternative to marijuana or a way to quit smoking tobacco.
- If you are going to sell T-Shirts at $60 price points you better flip the script on how people think about casual apparel and even retail experiences. Goodlife's Jesse Miller shares lessons learned from prioritizing physical retail as long-term customer acquisition tools over short-term profit centers. And by putting LTV as a core metric, the marketing approach is taking pages from some unlikely product categories like CPGs. Yes, CPG.
- Nestle has been testing mono sound and digitally compressed video on mobile, and found these factors made zero difference in performance, while reducing carbon 50%.
- Retail Media Networks (RMNs) have added new inventory, targeting, sales and measurement opportunities...and headaches, to the digital ad market. Kim, who manages media buying for Mindshare CPG clients, maps the terrain. How are the RMNs from Walmart, Target, Kroger, etc. plugging into existing infrastructures, offering new and difference metrics of success, creating new challenges for marketing teams?
- The soft-drink brand leads Kantar's ranking of consumer brands that the biggest portion of shoppers worldwide buy most often.
- Avocados From Mexico takes on advertising's biggest stage... the Super Bowl. AFM's Associate Director of Brand Marketing & Strategy, Kelly Burke, talks Influencers, shoppable ads like MikMak and immersive experiences - - all part of their "brandformance" approach to innovate produce marking.
- But over half of marketers expect to use cookies as identifiers in two years, and slightly less expect to use email, a study by MMA Global and Boston Consulting Group finds.
- Two-thirds of consumer packaged goods marketers said return on ad spend was their most important metric.
- "This is about us providing more granular data that's available to help lean into the MMM models that CPGs and retail advertisers have leaned into during the past few years," said Asaf Davidov, director, head of ad measurement and research at Roku.
- March was also the first month to expand vs. a year-ago month that also had gains. (The U.S. ad recession began in March 2020.)
- Among the takeaways for CPG brands from the Attest study: Trustworthy nutritional labeling is strongly linked to consumer loyalty.
- The maker of Tide detergent aired more than 26 million ads on radio, local cable and broadcast TV.
- Full-year data also reveals an erratic recovery in terms of various media and key advertising categories.
- Market research platform Suzy introduced an industry advisory board today that includes leadership from many high-profile companies, including execs from Kraft Heinz, CoinDesk, Vitacup, and Xandr.
- An analyst report cites packaged goods marketers doubling ad spending on top retail media platforms.
- Email is the most popular way that consumers want to receive money-saving deals on food and groceries.
- Smaller ad categories continue to fuel the expansion, while two of the biggest -- auto and CPG -- experienced double-digit declines.
- Kroger Precision Marketing on Wednesday announced the launch of a private programmatic ad marketplace that enables agencies and brands to reach consumers through Kroger's audience data and preferred ad-buying platform.
- Ad spending in the major English-speaking markets -- the U.S., the U.K., Canada, Australia, and New Zealand -- expanded 25% during the first half, including a 52% spurt during Q2, the first quarter to reflect year-over-year comparisons with the COVID-19 ad recession of 2020, which began in March and lasted through July (based on U.S. data).
