Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

1) CPG is adopting mobile faster than the other leading categories. Consumer goodsranked in No. 6 among industry verticals last year, according to Millennial Media, withspending up 235%.2) Mobile is an awareness medium for CPG advertisers, just like, well, all the othermedia. Of consumer-goods campaigns, 46% had awareness as a goal vs. only 14% amongmobile advertisers generally. As a result, CPG advertisers are using their awarenessbuildingmedium of choice -- video -- heavily. They're twice as likely as advertisersoverall to use mobile video, according to the study. (Separately, growing CPG interest indigital video has driven growth of TV-style ratings for online audiences and led them toincreasingly repurpose TV ads as digital video. Thus, comScore recently divested itsARS Group TV copy-testing service, since few CPGs were paying separately to testdigital video copy.)3) CPGs are into location, with 40% using some kind of location targeting in mobilecampaigns, making it the fourth-biggest vertical category using location, even though it'sonly the sixth-biggest spender overall. Beverage and beauty advertisers led CPGsubcategories using location targeting, accounting for 69% of industry usage.4) Men are more likely than women to use their phones in stores for some tasks.Specifically, men are more likely to use phones to check product availability, compareprices, find deals or make online purchases. Women are more likely than men to usephones in stores to text or call friends about products, send pictures of products, orresearch product features.5) Shoppers use their phones in stores more than many people believe. Millennnial Mediaand comScore found over a three-month period that 40% of women and 47% of men usedtheir phones in stores to find coupons or deals, while 29% of men and 41% of womenused their phones to research consumer-product details.IAB: Mobile Ads Captured 9% Of Online Ad Spend In 2012April 16th, 2013 - 1:46 pmBy Kimberly Maul49