Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "cpg"
- 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).
- Toilet paper and paper towels remain the most coveted items, as U.S. media coverage of recent major crisis events has driven Americans to stockpile products they might not otherwise have.
- A century ago Betty Crocker taught us everything we needed to know about authentic consumer engagement. From personalized connections to data collection to creating engagement and innovation loops. General Mills' CMO, Ivan Pollard, explores how the company draws lessons and inspiration from this CPG icon.
- Thanks to White Castle's QSR roots, social media has long been a significant part of their grocery division's marketing mix. CMO Lynn Blashford talks strategy, and how not only the channel, but the content, plays a crucial role in expanding audience reach to younger consumers. She also shares how embracing the fight against social injustice opened doors for the family-owned brand.
- Among the top 22 market-share holders in skincare, 17 are publishers or informational websites -- capturing 62.34% of available search traffic.
- When Wakefern Food Corp. set out to redefine their Own Brands, they went to their consumer - and let insights drive every step of the process. From brand positioning to packaging design to brand activation, Wakefern treated the launch of Paperbird with the same respect as a best in class CPG brand. Laura Kind, VP of Brand Strategy, shares how her team translated the consumer emotion around messes into highly relatable Paperbird brand work.
- Bud Light's Director of Sports Marketing talks esports opportunities for brands, Bud Light's own strategic approach and how (and how not) to suit up for the virtual game.
- NielsenIQ, the consumer research division that spun off from Nielsen earlier this year, has launched its first new product.
- As a QSR brand, White Castle was at the forefront of using social media to promote their restaurants, but they didn't stop there. The family owned company also extended its social prowess to their CPG side of business. So when COVID hit, White Castle was well positioned to ride out the storm. Selecting influencers, creative concepts, personas, PR- - its marketing team flipped the traditional media mix to elevate and leverage their message well beyond social.
- How does a new CPG business stand out in the already saturated snack bar market? As building a brand within the grocery industry can prove challenging and expensive, Jimmy Bars' co-founder, Jim Simon, tells us it's vital to not only differentiate oneself but be creative as well.
- After receding nearly 11% in 2020, so-called fast-moving consumer goods such as food and drink brands are poised to increase their ad spending over the next few years, albeit not so fast.
- As part of the deal, Nielsen will give Nielsen Global Connect a license to brand its products and services with the Nielsen name and other Nielsen trademarks. In early 2021, the Global Connect business will be renamed NielsenIQ. The sale will allow Nielsen to significantly reduce debt.
- "What makes competitive advantage truly sustainable is helping consumers avoid having to make a choice," says Marsha Lindsay, CEO, chief analyst, Lindsay Foresight & Stratagem, during an Advertising Research Foundation presentation. Identifying the habits of potential and existing customers will generate greater returns.
- Do we really need another cleaning product? In an industry that's already over saturated, is their an opportunity for a new company to survive? That's the challenge Alex Reed faced when he and his co-founder, Jon Bostock, launched their D2C cleaning subscription service, Truman's, in February 2019. In such a cluttered market they needed to find their voice and that's exactly what they did.
- The number of COVID-19-related TV ad creatives airing on national TV and local TV stations doubled from the end of March through mid-April, Nielsen says. For the week of April 13-19, COVID-19 messages tied to major brands represented 19% or 491,839 ad units of the total amount of U.S. ad units on national and local TV -- 2.62 million during that period.
- At least 80% of new CPG product launches fail each year, so why even bother trying? Hannah Hong and Mollie Cha bothered because they believed they were filling an unmet consumer need; a healthier, dairy-free alternative to ice cream. Both lactose intolerant, the two discovered banana "n-ice cream"- frozen banana chunks blended with a little almond milk. "Like lightning striking," Hakuna Brands was born.
- The brand is supporting Distance Learning Projects that will help 2,000 teachers in low-income communities access resources.
- The Worrier, the Individualist, the Rationalist, the Activist and the Indifferent are the five new consumer mindset segments delineated by Accenture coming out of the COVID-19 pandemic. The segmentation schema is derived from a multinational study Accenture fielded among consumers in 15 countries earlier this month, and it says it found that "consumers are responding in a variety of ways" ranging from anxious and worried to complete indifference.
- Overall demand for consumer packaged goods has soared 13% since the pandemic began through the week of April 12, with some categories spiking even higher and some beginning to wane, a nifty new demand index being released by IRI today finds. The aptly named "IRI CPG Demand Index" is a dynamic database providing a weekly index of actual consumer CPG demand benchmarked against actual sales for the prior year period.
- In an unexpected move, GroupM sees demand for SEO rapidly increasing in the coming months as brands begin working more closely with agency teams. The agency is tracking cost per clicks and conversion rates for key advertising trends, ranging from SEO to paid search for consumer product goods, ecommerce, and retail.
- Looking to score big with your Super Bowl ad? How about selling your product live during football's biggest event of the year? Think it can't be done, think again. In partnership with CBS Interactive, Kellogg aired an interactive, live streaming, connected TV (CTV) Super Bowl ad for it's potato chip brand Pringles. The spot offered viewers a shoppable experience...
- Struggling to capture the attention-challenged Gen Z consumer? Be concise, engage and video, video, video. That's why e.l.f. cosmetics launched their first hashtag campaign on TikTok in a rebranding effort to reach the newly influential audience. The beauty brand wanted to connect with Gen Zers in a way that was platform native, so they did something that had never been done before.
- The founder and CEO of mobile messaging consultancy Reach3 says it's more effective to glean research insights from people via messaging platforms than email.
- With retailers like Amazon, Walmart and Target selling ad space and paid product listings on their websites, an ecommerce media strategy becomes even more important for agencies and their clientele.
- Research studies the "jobs-to-be-done" usefulness of products, since customers often buy products for reasons marketers have never thought of.
- Purchasers of chocolate vs. candy are often quite different people.
- CMO Tom Dixon noted at MediaPost's Brand Insider Summit: "We had low household penetration and low buy rates -- but otherwise, it was perfect."
- Amazon is now the dominant source for e-commerce sales for consumer packaged goods marketers, according to data released this morning by Nielsen E-Commerce. With a 39% share of all CPG sales online, Amazon has overtaken the long tail -- also known as "All Others" -- which was the dominant source two years earlier.
