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A new report on mobile advertising in the cosmetics and overall CPG space from Millennial Media and comScore details the tactics CPG brands are implementing to reach consumers through mobile and the response data they are receiving.
In-store actions and behavior obviously have a large impact on CPG purchase behavior. In addressing this, CPG brands are using mobile advertising to target consumers and drive brand awareness to keep their products top of mind. Mobile can help shorten the time between when a CPG brand’s advertisement is viewed and the point of shelf selection by going in-store and in-hand with the consumer to increase brand awareness.
Various mobile strategies, features, and actions help CPG advertisers achieve this awareness; for example, targeting audiences based on location and proximity to a store that sells a brand’s products can get new consumers in the door and one step closer to the product. Advertisers are also repurposing television commercials for the mobile screen in an effort to find a new audience for an already developed ad, at a time when that consumer is much closer to a cash register.
Findings from the report include:
This study was designed to help CPG brands and marketers—including those in cosmetics/hygiene, food, beverage and general household grocery and retail—plan their mobile advertising strategies. The report provides insight into whole mobile CPG consumers are and how they use their mobile devices; what leading CPG brands are doing in mobile today; and how CPG brands can use mobile to reach and engage consumers.