Booze Dominates Millennial CPG Campaigns

Alcohol and cosmetics and hygiene brands were the big growth areas on mobile advertising in August, according to the latest numbers from Millennial Media.

The ad network reports that 42 per cent of all CPG campaigns on its books were promoting booze brands in August, while 26 per cent were pushing cosmetics and hygiene products. Brand awareness and sustained market presence were reported to be the leading campaign goal for 89 per cent of all CPG campaigns. 

The figures are released as part of Millennial Medias monthly SMART Report, which this month focuses on the CPG ad vertical. Product launches were also a big growth area for advertisers, according to the study – campaigns with a goal of promoting a launch grew 75 per cent month-over-month in August. The company says this was down to the promotion of summer blockbuster movies, and campaigns behind back to school phones and tablets. 

Social calls to action were part of the majority of campaigns in the CPG vertical, with social actions encouraged by 78 per cent of campaigns. 67 per cent of targeted campaigns targeted local markets. Store locator functions grew 14 per cent month-over-month, with a quarter of all CPG campaigns incorporating this functionality. 

To read the report in full, download it free of charge from the Millennial Media website.