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.
