CPG sector spends over $30 billion on digital advertising, 70% devoted to mobile

Hear the latest from 4 CPG companies December 17, 2021 /ODY3LVNMRy05MDEAAAGBZ6zbE1_NuzJWwOAlRflIAS8we-8ivZhVuTnQMgjD41g-pUgqGZV5kNT-NlNd6XX-9KGx1K0= [CPG sector spends over $30 billion on digital advertising, 70% devoted to mobile](=/ODY3LVNMRy05MDEAAAGBZ6zbE1_NuzJWwOAlRflIAS8we-8ivZhVuTnQMgjD41g-pUgqGZV5kNT-NlNd6XX-9KGx1K0=) Digital ad spending in the US increased by $19.79 billion last year, a nice result given the stagnancy of the country’s overall media ad market (which includes traditional formats, like TV, radio, and print, where ad spending declined by 18.1%). We anticipate there will be $38.83 billion in new digital ad spending this year, for a total of $191.09 billion, as certain industries unleash their previously constrained budgets and others maintain their accelerated pace of digital transformation. That influx of ad dollars will be the largest in absolute terms since we began tracking these metrics in 2016. The retail industry was the first vertical in the US to spend $20 billion on digital advertising, a threshold crossed in 2018. By the end of 2022, retail will exceed $50 billion in spending ($57.20 billion), a mark that no other industry will approach in the next couple of years. CPG, along with financial services, will remain distant trailers in second and third place, respectively, while the bulk of industries will spend between $10 billion and $20 billion per year through the end of our forecast period in 2023. Digital ad spending by device Mobile advertising is by far the preferred destination for digital ad spending in the US, just as it is everywhere else. However, mobile’s ever-accelerating domination of the digital ad market appears to finally be leveling off. After seizing large chunks of the market from nonmobile options every year since 2016, mobile will see its share of the pie settle in at roughly 68% for the rest of our forecast period. The emerging popularity of connected TV (CTV) advertising is the primary reason that nonmobile ad spending is no longer losing share. Even so, every single industry in the US will spend the majority of its digital ad budget on mobile this year, as usual, with the lowest share being 57.1% and the highest being 76.5%. CTV’s time is coming, but clearly mobile still rules the digital roost. [Read the full article.](=/ODY3LVNMRy05MDEAAAGBZ6zbE1_NuzJWwOAlRflIAS8we-8ivZhVuTnQMgjD41g-pUgqGZV5kNT-NlNd6XX-9KGx1K0=) [ARE YOU PUTTING PEOPLE AT THE CENTER OF YOUR MARKETING STRATEGY?](=/ODY3LVNMRy05MDEAAAGBZ6zbE1_NuzJWwOAlRflIAS8we-8ivZhVuTnQMgjD41g-pUgqGZV5kNT-NlNd6XX-9KGx1K0=) Better know and serve the customers you have – and the ones you’d love to have. Tap into 50 years of Acxiom’s deep expertise in data and identity. And recognize 5X more people when combining Acxiom’s Real Identity and Acxiom’s CDP. [Bottom line: Acxiom CDP gets personalized marketing right.](=/ODY3LVNMRy05MDEAAAGBZ6zbE1_NuzJWwOAlRflIAS8we-8ivZhVuTnQMgjD41g-pUgqGZV5kNT-NlNd6XX-9KGx1K0=) /ODY3LVNMRy05MDEAAAGBZ6zbE1_NuzJWwOAlRflIAS8we-8ivZhVuTnQMgjD41g-pUgqGZV5kNT-NlNd6XX-9KGx1K0= [How The Vitamin Shoppe is using consistency, CX, and data to fuel healthy growth]() When unexpected market trends put more focus on health and wellness, The Vitamin Shoppe placed their customers center stage. Watch Industry Voices: Spotlight on CPG with Nadina Guglielmetti, marketing executive at The Vitamin Shoppe, to hear how precise investments in the customer journey can lead to big payoffs—in awareness, engagement, and credibility. [Watch now.]() [Stock Up on CPG Marketing Insights](=/ODY3LVNMRy05MDEAAAGBZ6zbE1_NuzJWwOAlRflIAS8we-8ivZhVuTnQMgjD41g-pUgqGZV5kNT-NlNd6XX-9KGx1K0=) Learn how marketing executives from consumer packaged goods (CPG) brands, including White Castle and The Vitamin Shoppe, are evolving their digital ad spending and commerce strategies in light of today’s market challenges. Read eMarketer’s complimentary Roundup, “Industry Insights: Spotlight on CPG,” presented by Acxiom. 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