In 2022, CPG advertisers spent $8.5b—or an average of $773m monthly—within the industry. According to eMarketer, CPG accounts for over 12% of ad spend share. In North America alone, consumer trends are changing, and we see digitization on the rise regarding purchasing habits.

As the CPG and retail industry continues to grow, here are five things that marketers need to consider when planning their media activation strategy.

YouTube video

1. Don’t let the supply chain slow you down. 

It’s still really important to be relevant in the market. Worldwide, we’re seeing supply chain issues across the board, and while that has a massive impact, it should not hinder your marketing activity. It’s vital to stay top of mind, focus on awareness-level metrics, and utilize a partner that can optimize toward the challenges that we’re all experiencing within the supply chain.

2. Streamline the shopping experience.

Consumers like frictionless experiences. Make it easier for consumers to find and purchase your products in the least amount of steps possible. Utilize custom formats such as shoppable units, quickly engage consumers, and create a virtual shopping experience or click to carts. Ease the path to purchase by monitoring stores in real time so users can be shown up-to-date and in-stock products to make digital content actionable.

3. Leverage best-in-class data to reach consumers based on where they’re shopping and what they’re purchasing.

Since regional footprint varies, you want to work with an agnostic partner that has access to data that allows you to maximize coverage but also have a wide reach. Different brick-and-mortar stores can attract different demographics, while still having similar product placement, allowing you to drive scale and reach across the board.

4. Focus on retention and brand loyalty.

Repeat purchases are typically the norm as most CPG and retail items are essential for consumers versus a one-time purchase. For CPG products, you always want to be an extension of the home. These goods are constantly being purchased, so it’s important to drive consideration even with consumers that are loyal to your brand.

5. Connected measurement is key to connecting your offline and online sales.

Ensure all of your media is attributable regardless of where the purchase is happening and while online sales are easier to track. Working with a partner that can track your offline sales is equally as crucial. You want to understand the full picture, inclusive of both online and offline sales. Ready to take your campaigns to the next level? Speak with a member of our team to learn more. For the latest industry trends and insights, check out our blog and sign up for our monthly newsletter.