Author: Coegi

AdExchanger – Attribution is Overrated

Posted on by Coegi

In a cookieless world, attribution is old news.

Let’s be honest: Multi-touch attribution (MTA) has always been challenging to pull off.  Even before Facebook and Apple walled off their data, there wasn’t enough impression-level data to build an accurate model. In fact, MTA models often yield eerily similar outputs to last-touch attribution, suggesting that budgets should shift toward retargeting and branded search tactics. That isn’t always the right recommendation.

To future-proof, it’s time to focus on incrementality: the measure of supplemental business results that a campaign drives in aggregate.

View the article

Spinsucks – The Advertiser’s Guide to CTV

Posted on by Coegi

For advertisers, the first year of the new decade was especially testing with nonexistent live entertainment and low prospects of major gatherings.

These unsettling realities—coupled with unpredictable consumer demand resulting from ongoing economic uncertainty—paint a bleak short-term picture for advertisers of all stripes. Alongside challenges, however, uncertainty also creates opportunity.

Where is that opportunity? For advertisers, it’s where we all are: at home, watching something on a screen. Enter CTV.

View the article

Using Facebook Lead Ads to Drive a Sales Pipeline

Posted on by Coegi

The Brief

Using Facebook Lead Ads to Drive a Sales Pipeline

Our client, Grit Moto Adventures, came to us with a unique opportunity to drive sign ups for an exclusive backcountry motorcycle tour. Their unique audience would be given the option to sign up for various tours in a wide time frame. Given the time commitment and niche experienced biker audience requirements, we set a goal of driving 320 leads using Facebook lead ads.

 

Highlights

707
Leads

$0.83
CPC

0.11%
Lead Conv Rate

Challenge

Due to the advanced level of riding experience needed to take part in Grit Moto Adventures tours, the target audience was niche. Interested individuals needed experience in off-road motorcycle riding, the lifestyle flexibility to travel throughout the week, and funds readily available to book a tour. Additionally, Grit Moto Adventures was a newly formed brand with little brand awareness at the time the campaign launched. Our strategy needed to include ways to build scale despite the targeting specificities, and take interested users from awareness to conversion as quickly as possible.

Solution

Our team navigated the audience restrictions by making custom third-party data segments with the largest US consumer panel, Resonate. This tool allowed us to develop and activate a scaled audience within our two primary audience personas: general Motorcycle Riders and Retired Riders with the income required for these trips. For media activation, we chose Facebook for its ability to scale, built-in lead generation functionality, and comprehensive interest targeting.

The resulting campaign drove an engagement rate of 4.54% with an impressive cost-per-click of $0.83. At the campaign’s conclusion, 707 Facebook lead ads were filled. This was a 200%+ increase from our original goal of 320 leads. These metrics demonstrate our success in reaching highly interested people at the right time.

We learned that strategically curated audiences, paired with informative creative, drove numerous leads. This found candidates for the tours while also expanding their email list. As we plan for cookie deprecation, tools such as Facebook lead generation campaigns will be important for building first-party data. This information will be extremely beneficial for Grit Moto Adventures moving forward.

How Coegi Became One of AdExchanger’s Top 50 Programmatic Power Players

Posted on by Coegi

Coegi is thrilled to be named to AdExchanger’s Top 50 Programmatic Power Players! 

When Coegi was founded in 2014, programmatic advertising was still in its infancy. Seeing the vast opportunity for improvement in transparency and performance, our then three-person shop set out to create a solution for brands and agencies rooted in data to allow for best-in-class audience targeting, measurement, and optimization. Since those humble beginnings, the company has grown to a full-service, strategy-focused digital media agency with 50+ employees, 4 offices, and experience with over 300 brands across a broad array of industries. 

Coegi, which is latin for ‘to bring together’, has curated the strongest set of technology, data, research, and measurement resources in the industry, enabling our teams and clients to produce marketing strategies that are multi-faceted and focused on business outcomes. Our unbiased approach to technology deployment allows us to support all of our clients’ needs, with certified marketing partnerships with Google, The Trade Desk (Coegi captured seat number 6), Pulsepoint, Amazon, Amobee, Vistar, Meta, LinkedIn, Pinterest, Tiktok, Tagger and Instacart. We are also a founding member of the Programmatic Health Council, helping spearhead best practices in programmatic advertising for healthcare and pharma brands, further enforcing our leadership in regulated industries. 

This success would not be possible without a relentless focus on culture and innovation.  Each day, Coegi strives to not only make our clients feel like digital heroes but also to empower the growth and success of our employees. This passion has resulted in some substantial achievements for our organization over the last year:

Coegi’s President and Founder, Sean Cotton says: “I’m immensely proud of our team for achieving the success and recognition that has been bestowed on us over the years. However, I’m most satisfied by the way in which we have reached these milestones – doing work that we are proud of, in the company of people we are proud to work with. The collaborative, positive culture exemplified across our organization is a testament to the amazing group of individuals that I have the privilege to lead and support each day.”

How to Drive In-Store Sales With Digital Advertising

Posted on by Coegi

CPG brands operate in a highly competitive industry which requires marketing efforts across various media channels to ultimately drive in-store sales. While in-store activations are important in driving purchases, digital touchpoints ahead of store visits are critical in the customer journey. In the article, you’ll learn how to use digital advertising to directly impact sales revenue by answering three key questions:

  1. How can CPG brands use digital advertising to stand out?
  2. How can brands prime audiences to make in-store purchases? 
  3. How can you measure the impact of digital media on in-store sales?

How Can CPG Brands Use Digital Advertising To Stand Out?

Consumers are inundated with ads every day. It’s important to be strategic with your creative messaging and media placements to ensure your ads are impactful and not disruptive. By carefully curating a strategy focused on the consumer experience, you have the ability to drive meaningful moments rather than creating noise.

  • Be discovered. Get in front of potential customers early in the discovery phase. Use search and commerce channels to show up where consumers are actively looking for products.
  • Be memorable. Create intriguing story lines of what the product or brand can do for users beyond basic utility.
  • Be different. Showcase your unique value proposition to stand out among competitor products. 
  • Be loyal. Re-engage your current customers and nurture them to, in turn, stay loyal to your brand. Use follow up offers, new product suggestions, and special promotions to show your appreciation and build up that relationship. 

How Can Brands Prime Audiences To Make In-Store Purchases?

To drive in-store sales, you need to establish awareness and consideration before that shopping trip. However, crossing the boundary from ad impression to ‘add to cart’ can be challenging. Use targeted messaging and effective frequency exposure across channels to make sure your product is included on the shopping list. 

  • Reach users across various media touch points from social to display to CTV with an omnichannel strategy.
  • Use loyalty card data to understand frequency and cadence of purchase to serve your ads in the right place at the right time. 
  • Understand how many interactions are needed before a new customer will remember and purchase once in store. 
  • Keep previous customers engaged with relevant messaging and offers to maintain brand loyalty. 

How Can You Measure The Impact Of Digital Media On In-Store Sales?

It can be complicated measuring online and offline channels and tying media spend back to brick and mortar purchases. Thankfully, there are measurement tactics and tools we can use to showcase ROI. 

Here’s how we approach measurement at Coegi:

  • Use advanced measurement tactics to uncover sales lift from your media.
    • Measurement partners like Catalina, IRI or Ibotta help connect the dots of ad exposure to in-store sales.
  • Look at success through the lens of incrementality. Test how product sales change year over year when an ad is in market versus out of market. 
  • Consider external factors like seasonality to make decisions based on non-media data.

In essence, shift the conversation from vanity metrics and click through rates because those don’t equal sales. 

Want to learn more about how to create a best-in-class media strategy for your CPG brand?

We’ve got you covered. View the complete CPG Digital Marketing Playbook here.

 

4 Ways to Drive Greater Impact with Your Media Investment

Posted on by Coegi

Brands, now more than ever, are seeing the benefits of digital marketing: flexibility, addressability, and scalability. This is resulting in continuous growth in media investment, especially as more consumers are increasing their time spent on digital channels. 

However, the more amateur marketers who fail to drill into the details of digital buying, yielding ad fraud, poor brand safety, and ineffective placements are undoubtedly wasting dollars and, in some cases, causing harm to their brand. These issues range from blatant criminal activity to troublesome contextual environments to sky-high ad frequency. 

At Coegi, we have strict standards in place to ensure that we are treating our clients’ media investment as if it is our own. Here are the key factors to make your dollars work harder when setting up digital campaigns:

1) Reflect On The Past And Plan For The Future

It’s time for digital advertisers to take a look in the mirror. The last decade of explosive growth needs to be peeled back and examined. In its infancy, digital advertising was a marketer’s dream world. Everything was measurable and targetable – in other words, it felt easy. Marketers were able to reach anyone, anywhere. 

Then entered increased regulation and walled gardens. Regulation, although needed for consumer protection, broke the original execution method. Programmatic is no longer the wild, wild west. Many have tried to continue operating as if nothing has changed, which has left massive vulnerabilities in the industry for ad fraud to enter the picture, often undetected. With this came wasted dollars, brand safety implications, and fear for the future of digital advertising.

2) Diversify Your Marketing Dollars

Marketers need to have a high degree of inventory accountability and transparency. Direct and private marketplace placements will help, as you know exactly where your ad is being placed. However, it’s important to diversify in order to expand reach against your target audience. 

Open exchange placements can be equally effective when carefully curated whitelists and blacklists are applied. Aggregate all media metrics within one dashboard to avoid siloed analysis, and ensure brand dollars are being used efficiently across your marketing tactics. 

3) Invest In High Value, High Visibility Inventory

In today’s environment, inventory quality is the key driver of media success. If you want to be seen in a high impact medium – whether it’s a high traffic billboard, premium CTV spot, or something else – you have to invest the dollars. 

No, I’m not here to tell you to just increase your media budget and everything will be great. You can also improve performance by leaning into channels which provide rich data and reliable, compliant targeting. Retail media, for example, is an excellent source of cookieless second party data and provides directional metrics to track down-funnel results. Direct publisher buys can provide access to contextual placements and premium audiences as well. 

4) Go Back To The Basics Of Measurement

It’s not just the cookie that’s dying, it’s last click attribution, IP tracking, and more. It’s time to substitute antiquated attribution models for more tried and true incremental measurement tactics to showcase actual marketing ROI, such as media mix modeling. 

This will allow you to better define optimal budget allocation by stitching together sales-related data and media metrics – and also keep you focused on the data so fraudulent activity does not go unnoticed.

Paving The Way For A Stronger Future In Digital Marketing

The digital world has changed in drastic and permanent ways over the past decade. We can still benefit from the gains in automation and efficiency the industry has made.  We will not go back to writing dozens or hundreds of IOs for a single campaign and trafficking ad tags to each publisher directly.   

But, it’s due time to put more guardrails on the media buying process in terms of the publishers we leverage and the way we measure results.   

The DOOH Primer – Digital Out of Home Advertising

Posted on by Coegi

Interested in DOOH advertising?

This primer gives you everything you need to know before launching a digital out of home advertising campaign. 

What Is Out Of Home Advertising? 

Out-of-home advertising (OOH) traces back thousands of years, with the earliest civilizations using it to publicize laws and treaties. The first large-format American poster originated in New York advertising the circus in 1851. 

OOH has since expanded to placements on park benches, transit, restaurants, and more. In 2005, the first digital billboards were installed and forever changed OOH advertising. 

What Is Digital Billboard Advertising? 

Digital out-of-home (DOOH) is a subset of the larger OOH category. This format provides an automated, targeted, dynamic and interactive way to reach on the go consumers in public places.

DOOH ad spend accounts for roughly a quarter of all US OOH spending. Growth can largely be attributed towards an increasingly mobile consumer, which in-turn increases the visibility of out-of-home media.

According to the OAAA, Americans now spend 70% of their time outside of the home, an increase of 50% over the past two decades.

Furthermore, consumers consume 60% of media via their smartphone or tablet on mobile web and apps. This lends to advertisers’ ability to connect with on-the-go audiences across touch points, including DOOH.

Download the full primer below to start leveraging this key advertising channel for your brand today. 

What You’ll Learn: 

  • How DOOH advertising is bought and then measured
  • When you should consider out of home advertising
  • Digital out of home content strategies and best practices
  • Available environments and ad inventory 
  • The major players in the industry

If you have any further questions, contact Coegi to learn more!

Digital Out of Home – A Brief History

Out-of-home advertising (OOH) can be traced back thousands of years to early civilizations. The first large-format American poster, measuring 50 square feet, originated in New York advertising the circus in 1851. By 1900, a standard billboard structure was established in America. 

With more products entering the market over the century, new and creative ways of reaching consumers became necessary. OOH expanded to park benches, transit, restaurants, etc. In 2005, the first digital billboards were installed, forever changing OOH advertising. 

What is Digital-Out-of-Home?

Digital out-of-home (DOOH) is a subset of the larger OOH category. DOOH markets to consumers when they are on the go in public places. Instead of interrupting a user’s online experience with an ad, it meets them in real life. Also, rather than traditional billboards, these placements can be dynamic and interactive.

The Growth of DOOH Advertising

Various eMarketer studies suggest DOOH ad dollars account for roughly a quarter of all OOH spending in the US. Growth is largely attributable to increasingly mobile consumers who are in turn increasing the visibility of OOH media. According to the OAAA, Americans now spend 70% of their time outside of the home. This is an increase of 50% over the past two decades. Plus, consumers consume 60% of media via their smartphone or tablet on mobile web and apps. This lends to advertisers’ ability to connect with on-the-go audiences across touchpoints, including DOOH.

How is DOOH Inventory Bought?

Direct – Sign individual IOs and contracts with OOH vendors to secure space upfront using specific parameters. Space is usually secured on a monthly, quarterly or annual basis.

Open Exchange – Purchase inventory at auction within seconds before the impression is served. The buyer gains control of when and where their ads will be shown. However, publishers reserve some inventory for direct buys. Advertisers can engage in private marketplace deals to secure more premium inventory through programmatic channels.

Private Marketplace – Secure priority access to premium inventory like airports and roadside billboards through private marketplace (PMP) deals. This offers greater control of creative messaging, ad timing and data usage, while still giving publishers higher yields. PMP inventory is typically higher in price than open-exchange inventory.

How to Measure DOOH Campaign Results?

As a one-to-many medium, multiple people can see an OOH ad at once. Nielsen and Geopath provide US industry standards for measuring impressions using variables such as speed data, traffic, on-site counts and audience distribution data. 

Geopath does the majority of roadside billboard measurement. Nielsen assigns each type of signage a multiplier based on average views per ad play. If using a DSP, advertisers can use 1×1 tracking pixels to track how many plays an ad receives.

High-Impact Use Cases for Digital-Out-of-Home Advertising 

DOOH for Lower-Funnel Campaign Objectives

Programmatic technologies allow for more targeting controls throughout the day. They allow a creative digital media buyer to control spend only when and where a user is most likely to convert.

Examples: 

  • A coffee brand only advertises before 2 pm.
  •  A food delivery app optimizes spend towards areas where drivers aren’t getting rides.
  • A pharmacy only serves to DMAs where allergy counts are high. 
  • A sports team pauses a campaign when tickets sell out.

DOOH for Targeting Niche B2B Audiences

Many B2B marketers view out-of-home as a mass-market medium, rarely leveraging it outside of industry events. However, with smart use of customer data, planners can confidently buy screens when their niche audience is most likely to see them.

Example: A trade group targeting architects want to geofence a four-day conference in Las Vegas. They can buy the DOOH signage within a radius of the conference and at the airport. Additionally, they can upload attendee data to continue the campaign after the conference to reinforce messaging.

DOOH for Testing Multiple Creative Messages

With static billboards, the same creative often is deployed for 6 or 12 months at a time. Programmatic creative is deployed with an ad server, allowing for more robust creative testing. By pairing this technology with an intelligent measurement strategy, brands can test messaging. Additionally, by porting other data points, creatives can be dynamic and change in real time.

Examples: 

  • A hospital shows current ER wait times
  • A sports team displays a countdown clock to tip-off
  • An auto shop displays weather conditions and alerts

How to Design a DOOH Advertisement

You should approach your DOOH content strategy differently than typical display or video campaigns. These placements truly reach people on the go, so you must capture the attention of onlookers immediately and leave them with a memorable message.

Consider these design elements for your DOOH assets: 

  • Loop or slot length (if applicable)
  • Physical display size
  • Resolution of display and aspect ratio
  • Whether or not sound is available
  • Motion types accepted
  • File type and maximum size accepted
  • Video codec type (if applicable)
  • Capabilities: linear, dynamic, data-driven, real-time optimization, etc
  • Content restrictions such as adult content, alcohol, violence, drugs, etc.

DOOH ad content should be relevant to both the brand and the display location. Also, make sure the brand name is present and viewable to drive awareness and make the brand connection with viewers. 

How to Access Digital Billboard Advertising? 

Contact Coegi to get a full list of venues available in your target geo and the accompanying creative specs. Creative opportunities differ by venue and can include static and animated ads, large format ad sizes, sound-off or sound-on creatives and more.

To achieve maximum scale, DOOH advertisers should send creatives that can scale across multiple venues. Your Coegi account team can advise on which venues are best for your audience and goals and provide creative requirements accordingly.

To see DOOH advertising in action, view our case study. 

You can also read our DOOH FAQ article with Vistar Media, one of our industry-leading technology partners. 

Why Digital Out Of Home Advertising Will Gain New Life in a Cookieless Future

Posted on by Coegi

Digital out of home (DOOH) advertising came into fashion for marketers back in 2017-2018. Coegi was an early adopter of the channel, understanding its potential in driving mass scale with greater flexibility than traditional billboard activations. 

In its infancy, the targeting capabilities were limited to demographic visitation propensities and locations such as gas stations and taxis. This meant that it was primarily relevant for brands targeting metropolitan areas. Now, as more locations have adopted digital screens, digital out of home has become a valuable tactic for a wide variety of brands. 

The pandemic’s stay at home orders brought DOOH ad spending to an abrupt halt. But, now that consumers are gaining confidence in traveling again, digital out of home needs to make its way back into marketing plans.

How can marketers create sophisticated digital out of home strategies? Hear perspectives from Coegi’s Director of Operations, Julia Wold, and our tech partner Vistar’s Director of Client Service, Jared Reiner. 

#1 Choose Your Locations Wisely

Julia: How should brands select which DOOH advertising locations they target?

Many marketers are seeking out ways to add new tactics into their media plans as they prepare for the deprecation of the third-party cookie. DOOH has become one of the key tactics brands have turned to, capitalizing on a population that is more hungry than ever for outside experiences. Marketers should leverage venue locations in the same way you would leverage publisher specific partnerships, in a contextual manner that best resonates with key audiences. 

With Vistar’s vendor transparency, you are able to not only see the venue type and location, but also the media partner for an additional layer of brand safety. And, unlike traditional out of home, you aren’t limited to an always-on strategy. Instead, you can daypart, reaching consumers at the time that is most relevant for your messaging. 

For instance, consider reaching business professionals with placements at transit stations, office lobbies, skyways and Ubers at peak commute times. If you are messaging to families, consider waiting room screens, movie theaters, malls and recreational centers. We executed a college game night promotion for our NBA client with a presence in gyms, bars and transit hubs at the colleges and universities near the stadium.

Jared: How has Vistar expanded upon their location targeting since 2020?

There are a variety of ways to take advantage of location targeting in digital out-of-home. The Vistar platform has best-in-market POI data from Foursquare built in for seamless activation of proximity-based targeting. We have also on-boarded over 4,700 location-based audiences that are now available, including full taxonomies from Factual and Epsilon.

#2 Implement Post-Exposure Mobile Retargeting

Jared: What success have you seen from brands incorporating mobile retargeting on OOH buys?

OOH is one of the most trustworthy formats of media. It has been around for over 100 years! But what some people aren’t aware of is how well OOH interacts with other media channels. With mobile, we have the unique ability to capture audiences that were exposed to an OOH campaign and then continue the conversation on a channel where they can interact with trackable engagements. 

Brand marketers have seen great success in using high-impact OOH to convey messaging that resonates emotionally with consumers, followed by retargeting on mobile with a specific call-to-action. For example, advocacy campaigns seeking donations, universities encouraging students to request a brochure or schedule a tour, or brands promoting a discounted offer.

Julia: What’s the benefit of incorporating mobile retargeting on OOH buys? 

Mobile retargeting is an amazing way to re-engage with consumers who saw your original messaging. It’s also an efficient way to extend your media buy across new inventory opportunities on the device that 90% of the population spends an average of 4.5 hours per day on. 

For one of our tourism clients, we promoted digital out of home messages about an upcoming summer golf tournament in areas with an abundance of golf courses. Not only were we able to re-message users after they left the event, but we were also able to retarget that same audience the following Fall to remind them of late season golfing opportunities. This audience was the most highly engaged across the campaign and drove the highest conversion rate of golf trip guide downloads.

#3 Incorporate Advanced Measurement Studies

Julia: Why are advanced measurement studies important for DOOH buys?

Out of home, as with other forms of more traditional media, for a long time lacked a solid measurement foundation. Even if you could roughly estimate reach and frequency, it was harder to justify ROI to key stakeholders. Digital out of home takes the guesswork out of proving effectiveness with in-platform advanced measurement solutions like foot traffic, brand lift and sales lift. For a large tech client, Coegi leveraged a brand lift survey in tandem with DOOH delivery. We measured a 4% increase in brand consideration and a 7% increase in purchase intent. Without this study, these significant gains would have gone unnoticed. 

Jared: What advanced measurement studies are available through Vistar?

Vistar’s advanced technology allows us to capture OOH exposure which enables a wide array of attribution studies. For CPG and automotive clients, we partner with IRI and IHS, respectively, to provide sales lift. For clients with brick and mortar locations, we deploy foot traffic studies to understand an attributable number of store visits. 

An exciting new offering focused on online performance is our partnership with MIRA, which allows us to connect real-world exposure to OOH with online conversions. Finally, many advertisers choose to run brand studies. These are excellent not only for measuring the impact of your messaging and media strategy on consumer awareness and intent, but also asking research questions to learn more about your audience, your competitor’s status, creative impact and more!

#4 Test Dynamic Creative Messaging

Julia: What success has Coegi seen from dynamic creative messaging?

While dynamic creative just launched at scale in the Vistar platform in April 2022, Coegi has been using dynamic creative on other programmatic platforms for some time. The flexibility can’t be beat. You are able to reach the right audience at the right time, with a message curated up to the minute. This capability on out of home media will allow us to scale data driven messaging to every available screen, anywhere in the world.

Jared: How does Vistar envision dynamic creatives impacting the effectiveness of  DOOH advertising?

We just released our universal dynamic creative solution for DOOH and believe this will be a game changer for the industry. By unlocking the power of dynamic, we can deliver messaging that changes within a person’s environment in real time to be more relevant. This will create better conversations between brands and consumers leading to significant investment in the space.

Finally, what are some best practices that marketers should consider when activating a digital out of home campaign?

Jared:

Programmatic DOOH advertising unlocks the ability to take the targeting and messaging techniques we have developed in the digital space and apply them to the oldest format of media. It’s critical to consider both the media strategy (what time should your ads show? In what contexts? With which audience segment?), as well as your creative strategy (does this creative match the physical world context where it will be shown? Is my brand name visible if someone is just quickly passing by during a video?) Taking the time to curate the right audience, then having simple, relevant messaging goes a long way in the OOH space.

Julia:

Forecast, forecast, forecast. Venue availability and inventory is constantly changing, and with demand fluctuations, so can anticipated CPMs. In order to make sure your DOOH advertising plan is solid, take these steps. 

  • Create a plan prior to launch. This is especially important in smaller geographic footprints and less densely populated areas.
  • Develop assets in all sizes dictated by the DSP’s media plan to ensure proper scale at the most efficient cost. The plans will always tell you the available impression percentage by spec size.
  • Lastly, understand the format and scale that your message will be delivered in. Clear font and simplicity of the message is key when you consider you only have 3-6 seconds to make an impact. 

 

Interested in exploring digital out of home from your brand? View our comprehensive digital out of home primer here to learn more!

Use Instacart Advertising to Drive Sales | Webinar

Posted on by Coegi

CPG brands, are you taking advantage of the power of Instacart advertising solutions? 

Benefits of delivery provider advertising

Delivery apps offer robust first party data,  allowing brands to target in-market audiences interested in your products. Grocery and alcohol brands can leverage display and sponsored product placements with Instacart advertising to drive purchases while audiences are actively shopping. 

View the webinar below from Coegi and Instacart to take advantage of the power of Instacart to drive consumer product trials and repeat purchases.

Why use shopper marketing?

Creating shopper marketing campaigns is a win-win for brands and retailers. Retailers gain more shoppers and brands receive better shelf-space and visibility in return. Additionally, brands benefit from simplified product discovery for their products. To do this effectively, it is important to understand the consumer shopping journey, reaching them in between shopping visits and at a frequency that makes sense given the cadence of shopping for the product.

Leverage delivery provider data

Delivery provider ads are a strong shopper marketing option for brands highly focused on ROAS and driving attributable sales. These solutions help facilitate quick conversion and minimize point of purchase friction. Serving ads in delivery platforms, such as Instacart or UberEats, creates closed-loop reporting so brands can connect marketing directly to in-platform sales.

In this webinar, our Instacart representative outlines the strategic solutions available on the platform. Along with Coegi’s panelists, they discuss best practices you can use to reach your audience and drive CPG sales through the Instacart platform.

View the webinar to learn:

  • How consumer trends and external factors are driving delivery growth
  • What opportunities are available for brands with Instacart advertising
  • How to leverage Instacart ads to drive product sales
  • Strategic insights for maximizing results of Instacart campaigns

After viewing, if you have further questions, don’t hesitate to reach out to Coegi for more insights on how to activate a shopper marketing campaign!

The CPG Digital Marketing Playbook

Posted on by Coegi

Ready to take your CPG digital marketing strategy to the next level?

 Download our comprehensive guide to CPG advertising today. 

The world of CPG marketing is exciting and bursting with growth opportunities. In fact, e-Marketer reports retail and CPG will be the top industries for ad spend growth in 2022, both expected to increase by more than 30% year-over-year. With these opportunities comes significant competition, but strategic CPG marketers can create smart media plans that build meaningful impact with their most qualified audiences.

In Coegi’s CPG Playbook You Will Learn How To: 

  • Understand and leverage the latest digital marketing and ecommerce trends impacting CPG brands
  • Create the optimal media mix by understanding the most effective channels for CPG advertising 
  • Implement cookieless solutions to reach your target audience on digital channels
  • Measure the results of omnichannel CPG marketing campaigns

How to reach your target CPG audience with digital marketing? 

Leverage consumer data to gain a robust understanding of your customers and apply cookieless targeting methods to future-proof your strategy. Do in-depth audience research accompanied by channel testing to determine the optimal media mix for your brand. 

How to create the optimal CPG marketing channel strategy?

How can your marketing support your overall sales strategy? Incorporate key e-commerce and digital marketing tactics into a holistic marketing strategy placing your brand at every customer touchpoint, while also optimizing for reach and addressability. 

How to measure the results of your omnichannel marketing?

In this playbook, we outline the tools, technologies, and techniques needed to showcase meaningful CPG marketing ROI. Learn how to activate the right data partners, align your marketing with business goals, track incremental results and, finally, create a customized measurement framework for your brand. 

Download the CPG Digital Marketing Playbook now to level up your strategy. If you have any questions, don’t hesitate to contact us to set up a discovery call. 

What CPG digital marketing channels will give your brand the most bang for your buck? 

CPG brands typically lead the way in adopting new marketing tactics, so it’s important to stay ahead of the curve.

The Top 10 CPG Marketing Channels

Social Video

Video ads are one of the most engaging mediums to capture user attention. As a result, video produces meaningful marketing results on social platforms. In particular, short form video is impactful in driving both branding and performance goals in as little as six seconds. 

Why is social video effective for CPG brands? 

CPG video ad spend will increase by 38% in 2022. Video-first channels such as YouTube, TikTok, and now Instagram are excellent because consumers choose to visit these platforms to learn and be entertained. Think how-to makeup tutorials for beauty brands or recipe videos for food and beverage brands. 

How to use social video successfully: 

Use short-form video to show your brand personality and bring messaging to life. Additionally, show your product or service in action, demonstrating real-life use cases. Finally, make optimize your video for mobile viewing and follow other creative best practices outlined here. 

Social Commerce 

48% of all social media users made a social commerce purchase in 2021 and 77% of Millennials and Gen-Zs use social media to shop. These purchases are being driven by trends such as live commerce, in-platform shopping tools, and improvements to in-app purchasing processes. 

Why is social commerce effective for CPG brands? 

Today, product discovery is taking place on social media. Platform algorithms optimize to showcase brands and sponsored posts in ways that feel organic to the user. CPG brands can cash in on the opportunity to position their product in front of engaged audiences by using various social commerce applications to find their niche consumer groups. 

How to use social commerce effectively:

Explore various ways in which your brand can be discovered on social media, whether through promoted product posts, influencer live streams, or social marketplaces. Then, create a seamless purchase process and have a measurement and pixel strategy in place to capture the resulting sales. 

Read more: Social Commerce 101

 Influencer Marketing

Influencer marketing ad spend will surpass $7B in 2022. These digital creators are both storytellers and social media experts, well-versed in creating authentic messaging which resonates with their followerships.

Why is influencer marketing effective for CPG brands? 

Influencer marketing is not just an awareness play. Creators are increasingly driving the social commerce landscape. Tactics such as livestream commerce, discount and affiliate codes, and shoppable posts support down-funnel conversions for CPG brands, while also building brand affinity and trust.

How to use influencer marketing successfully:

Allow creators to make authentic content that is not overly scripted. Social media users want to see relatable content which feels authentic to the platform they are on. Learn from the social expertise of influencers and their cultivated communities.

To learn how to choose the right influencers for your brand, watch this video.

Connected TV

As of 2021, there were nearly 214 million CTV users, and that number is projected to increase to 230M by 2025. With the proliferation of cord-cutting, connected TV is becoming a dominant channel in the digital advertising space. 

Why is CTV effective for CPG brands? 

Connected TV advertising delivers high impact video content on the largest screen in the household. CPG brands can showcase their products and tell their brand story with greater flexibility than traditional TV, while also achieving incremental reach. It also allows for greater addressability through contextual and behavioral targeting, so CPG advertisers can speak to refined audience groups.

How to use CTV advertising successfully: 

Communicate your message with quick 15-30 second ad placements that are visual and compelling to your target audience. Also, be strategic with your channel selection. Rather than running only on one platform, such as Hulu, maintain appropriate frequency and extend reach with cross-channel integrations. 

Listen to our CTV podcast episode: The Future of TV 

Digital Out of Home (DOOH)

According to the OAAA, Americans now spend 70% of their time outside of the home, an increase of 50% over the past two decades. As audiences become increasingly mobile, DOOH is making its way back as a staple in omnichannel marketing plans. 

Why is DOOH effective for CPG brands? 

DOOH placements are a great way for CPG brands to achieve mass market reach with greater flexibility, improved targeting, and quicker activation. Brands can test and swap creatives to cater messages to core audiences and contextual placements. Additionally, you can control spend by only showing up when and where an individual is most likely to convert. 

As more digital screens become available, the DOOH inventory options and contexts are only rising. For example, food and beverage brands can advertise on grocery store screens, gas station kiosks or bars to drive quick purchases. 

How to use DOOH advertising successfully:

Understand the format and scale that your message will be delivered in. Additionally, use a clear font and a simple message to convey your message in the 3-6 seconds. 

Learn more: The Digital Out of Home Primer 

Paid Search

Paid search gives brands the opportunity to have preferential placement on search engine results, while only paying for click-based engagements. Ad spend in this channel increased 39% in 2021 and is expected to rise in 2022. 

Why is paid search effective for CPG brands? 

This channel is particularly important for CPG brands seeking to drive eCommerce sales. 40% of all product searches begin on search engines, so PPC is the key to being discovered by new, in-market audiences. 

How to use paid search advertising successfully:

Support your paid search efforts with organic website search engine optimization.  30.5% of eCommerce traffic comes from SEO, so it must go hand-in-hand with PPC to support your overall search strategy. 

SMS Marketing

Nearly 300 million US consumers will redeem short message service (SMS) coupons in 2022. As a result, SMS marketing is rapidly growing due to its effectiveness in driving quick, inexpensive conversions and high engagement rates. 

Why is SMS messaging effective for CPG digital marketing?

Many CPG marketers now use SMS as a strong purchase driver. After being alerted about a special sale or new release, customers are prompted to redeem a discount code, view a new product drop, or check out a new sale. This can push audiences to complete a purchase they have been considering. In-message links and discount codes also offer a more clear way to track attributable conversions.

How to use SMS marketing effectively:

Tie SMS marketing into loyalty programs to facilitate a value exchange with customers. You are then able to collect their contact information. In turn, they receive your special offers, coupons, and are the first to know about new offerings. Lastly, make sure you are compliant with the TCPA guidelines. 

Amazon Advertising Platform

Amazon Ads is expected to exceed $32 billion in revenue by 2023, accounting for an estimated 76.2% of US eCommerce ad spending in 2021. It is the undisputed leader in eCommerce with a wealth of valuable consumer data. 

Why is Amazon advertising effective for CPG brands?

Amazon offers multiple ways for CPG brands to engage with its vast audience by advertising on-site or across the open internet. The platform data provides visibility into millions of consumers’ shopping behaviors. There are various ad formats for point of purchase advertising as well as opportunities for awareness and consideration tactics that will ultimately lead to increased sales. 

How to use Amazon Ads successfully:

Utilize real-time data to target in-market audiences with Sponsored Product Ads. Additionally, expand your reach with lookalike audiences who are similar to your best customers to enhance awareness and consideration.

View our blog post: How to Drive Full-Funnel Advertising Results on Amazon 

Retail Media

Retail media refers to media placements owned by retailers using their first-party POS data. These can be executed on retailer sites or programmatically on social and display channels. This channel now accounts for one in every eight dollars of digital ad spend. 

Why is retail media marketing effective for CPG brands? 

Retail media is now the third largest digital advertising channel in the US, making it a pivotal part of any CPG strategy. Brands are seeing more full-funnel implications of retail media’s high value shopper audiences. CPG advertisers can take advantage of eCommerce site ads as well as programmatic placements to find retailer audiences and take them from awareness to point of purchase with closed-loop measurement. 

How to use retail media advertising successfully:

Use retail media in a holistic, connected plan. Connect media across social, ecommerce and DTC channels to ensure they are supporting each other and driving customers through the funnel.

Read to learn more: Retail Media’s Impact on the CPG Marketing Mix

High Impact Display

Display ads served programmatically or purchased via direct buys offer CPG brands the opportunity to make a splash with their broad awareness and consideration campaigns. 

Why is display advertising effective for CPG brands? 

Display provides a great opportunity to drive engagement by helping stop the scroll and generate interest. CPG brands can also use high impact display ads to retarget audiences who have interacted with the brand’s website or social channels. This keeps your brand top of mind. Plus, it helps support campaign efforts as customers move through the purchase funnel. 

How to use high impact display successfully:

For CPG brands, we recommend using dynamic creative for personalized and interactive offers which drive measurable actions, rather than standard banner ads. Create various creative collateral tailored to your unique audience groups. 

To learn about additional channels and tactics for CPG brands, download the complete CPG Digital Marketing Playbook. 

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