CPG Video Ad Spending

CPG will continue to be a big spender in 2015.

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2015 CPG Digital Video Ad Spend

$840M of CPG's total digital ad spend is expected to be spent on digital video alone, accounting for 26.9%.


Source: Emarketer: The US CPG and Consumer
Products Industry 2015, Digital Ad Spending
Forecast and trends report.


Video ad spending by industry

The CPG industry is expected to account for 10.9% of total video ad spending, the fourth highest behind retail.


Source: Emarketer, May 2015

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CPG & Consumer Goods
Entertainment
Retail
Media
Telecom
Consumer Electronics
Automotive
Travel
Financial Services
Other

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Branding
Direct Response

Branding VS.
Direct Response

In 2015, marketers expect
to spend 65% of ad spend
on branding vs 35% on
direct response.


Source: Emarketer, May 2015

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Ad Spend By Device

Mobile will account for
47% of digital ad spending
in CPG, up 33% from 2014.



Source: Emarketer, May 2015

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Mobile is Driving
in-store sales

The average in-store sales
generated per thousand
impressions on mobile is
$29.90.


Source: 4Info and catalina, "Do your Mobile Metrics Measure Up?", May 1, 2015


Budget is on the Move

CPG is ahead of most industries looking to move money to digital. The industry is taking advantage of three very specific digital trends happening now.

To Native

Among client-side
marketers 63% said they
would be allocating more
of their budget to native
advertising in 2015.


Source: Research from the Association of National Advertisers (ANA)

To Programmatic

54% of advertising
executives plan to
incresing programmatic ad
spending for video in the
next 6 months.


Source: Source: AOL Platforms, "7 things you need to know about programmatic right now", Aug 13, 2014

To mobile

31% of marketers plan on
moving budget from
desktop digital to mobile
in 2015.


Source: January 2015 Survey of mobile marketers conducted for the interactive advertising bureau (IAB)


CPG Benchmarks

To provide a quick snapshot, here are the industry benchmarks. For CPG content, capturing your audience quickly in the first few seconds is vital.

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Video Completion Rate

The average VCR for CPG
is 11.9%.


Source: PointRoll, "2014 Benchmarks", March 5, 2015

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Click-through Rate

The average CTR for CPG
is .18.


Source: PointRoll, "2014 Benchmarks", March 5, 2015

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View Duration

The average view duration
for CPG is 11 seconds.


Source: Sizmek (Formerly Dg Mediamind), "The 2014 Benchmarks Data book", Feb 25, 2015


CPG is taking over social

Very few industries know how to leverage social like CPG does.
Across Instagram, Twitter, and Facebook CPG has entered the
conversation and leveraged interactions with their sudiences.

2013   
2014
millions
Total video actions

Instagram

CPG brands took advantage of Instagram's popularity through the course of 2014, blowing their 2013 stats out of the water.


Source: Shareablee, "State of CPG on Social", Feb 10, 2015


2013   
2014
millions
Total video actions

2013   
2014
thousands
Total video actions

Best in Show

Here are a few examples of CPG brands delighting audiences with advertainment.

Duracell

The Teddy Bear

M&M

Candyman

Minute Maid

Minute Maid Parents #doingood Video

Dollar Shave Club

DollarShaveClub.com - Our Blades Are F***ing Great

Arm & Hammer Laundry

Generations

Organic Valley

Save The Bros

Year in CPG

Marketers are taking advantage of the buzz around these holidays and events throughout the year.

Super Bowl

11 out of the 49 ads that aired for Super Bowl 2015 were for CPG brands.

Source: http://www.nola.com/tv/index.ssf/
2015/02/super_bowl_2015_commercials_th.html

Valentine's Day

Candy topped the list of planned gifts, with 53.2% of people planning to purchase for their sweetheart.

Source: Emarketer, Ecommerce to Egg on Easter Spending this year

Easter

90 million chocolate bunnies are made each year, 76% of people agree you should eat them ears first.

Source: http://www.statisticbrain.com/
easter-statistics

Thanksgiving

45 million Turkeys were purchased for Thanksgiving in 2014, accounting for 1/6th of the total Turkeys sold in the year.

Source: http://www.infoplease.com/
spot/tgturkeyfacts.html


CPG Case Study

Virool helps brands and retailers make the most of their video content by distributing it to their target audiences across devices.

Goals of Campaign

1

Increase views

Deliver qualified views for CPG video

2

Generate buzz

Generate buzz on Facebook, Twitter and Google Plus

3

Impact sales

Drive sales for CPG's online store

The Results

Virool helped the campaign earn:

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Paid views

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Brand lift

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Engagement Rate


Want to Learn More about
What Virool can do for your CPG brand?

Get in touch