Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

consumer products advertisers were site traffic and sustained in-marketpresence.Because CPG brands are primarily purchased in physical stores,awareness-focused campaigns are typically more effective than directresponse.Based on their growing sophistication in the mobile ad space, CPGadvertisers are becoming more adept at burgeoning mobile tactics likemobile video advertising, mobile social media and location-based mobileads. Millennial and comScore also noted the calls-to-action embedded inmobile ads. Mobile actions vary but commonly direct users to watch avideo or visit the brand‟s social media page. In fact, 44% of CPGadvertisers implemented video as a post-click campaign action, comparedwith only 16% of all advertisers. Moreover, 34% of CPG mobileadvertisers used some sort of social media post-click action, compared withonly 18% of all advertisers.For CPG advertiser Procter & Gamble, mobile video advertising is abeneficial tactic to drive user engagement.For a Tide NFL campaign, P&G used mobile video ads that also askedusers to submit their favorite team colors in a social way. “We try to lookat every mobile ad through a mobile-specific lens,” Eric Gruen, fabric caredigital brand manager at Procter & Gamble North America, toldeMarketer. “We look at mobile video as an opportunity for us to engagewith consumers in a medium they use quite frequently. We know NFLviewers are constantly checking scores, checking their fantasy footballstandings and reading team news. With mobile video specifically, we wereable to take a lot of what we were doing in traditional media, whether itwas a specific team activation or our national TV spot, and bring it to lifein the mobile platform.”52