Millennial Media SMART Report Looks at the CPG Industry
Millennial Media has just released their August SMART report which this month, focuses on the Consumer Packaged Goods Industry.
Alcohol brands took 42% of the ad mix for the month with Cosmetics and Hygiene next at 26%. Says Millennial:
During the summer months, we saw an increase in Alcoholic Beverage advertisers taking advantage of the unique ability of mobile to reinforce their brands by delivering fun and interactive marketing campaigns to their target customers.
Is it just me, or does it bother anyone else to see the words alcoholic beverage and mobile in the same sentence? The vast majority of CPG campaigns pushed consumers to go from mobile to social (78%), while 56% sent consumers off to watch a video.
When you look at the campaign action mix for all industries (the orange boxes), Mocial is barely a blip, while Application Downloads and Watching a Video are the top goals.
The report also notes a rise in custom landing pages, (24% increase month-over-month) which they attribute to special sale pages for back-to-school, seasonal products and product launches. The entertainment biz was going strong, using mobile and video to promote the last of the summer movies and the new TV shows for fall.
What will September bring? Except to see a rise in video and even more special landing pages as online marketers gear up for the holidays.