Research

Mobile Intel Series: Consumer Goods

Overview

This volume of the Mobile Intel Series features an in-depth look at mobile advertising in the Consumer Goods industry. The report contains insights on who the mobile consumer goods audience is, how they interact with mobile devices, and how consumer goods brands are approaching the mobile advertising space.

Highlights

Mobile ad spend in the Consumer Goods vertical grew 235% year-over-year from 2011 to 2012. Beverages” was the top sub-vertical in Consumer Goods, and made up 43 percent of campaigns on our platform. Cosmetics and Hygiene was second, followed by Food.

 

Brand Awareness was the leading campaign goal for Consumer Goods advertisers, and was the main objective for 46% of all campaigns, higher than our platform average. 44% of Consumer Goods campaigns on our platform used mobile video (as opposed to 16% of all campaigns), and 34% utilized a post-click social media action. These helped drive the top Consumer Goods campaign goal of brand awareness.

 

The audience most frequently targeted by Consumer Goods buyers was Foodies, followed by Pet Owners and Parents. Females were more likely than males to access Consumer Goods content on their phones, as were those ages 25-34. 

Mobile Intel Series: Consumer Goods

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