Millennial Media and comScore have released a new report examining CPG mobile ad campaigns and characteristics of the mobile consumer goods audience. The study reveals that compared to the average advertiser on the Millennial Media network, CPG brands were more focused on encouraging consumers to watch video, with 44% of the campaigns incorporating a video aspect (compared to 16% on average). CPG advertisers also aimed to engage consumers through social media calls to action, with 34% of campaigns incorporating social as a post-click action, versus 18% of advertisers on average.
CPG advertisers’ campaign goals also differed significantly from the average advertiser last year. Brand awareness was the top goal among CPG brands, at 46% of campaigns, compared to just 14% for the average advertiser. CPG advertisers were also above-average in having site traffic as a goal (29% vs. 14%), while less concerned with other goals such as sustained in-market presence (11% vs. 38%), product launch/release (3% vs. 12%) and increased foot traffic (5% vs. 10%). Read the rest at MarketingCharts.