Over $14 billion. That’s the total measured-media spend for the categories of Food, Beverages and Candy and Personal Care in the US in 2016. Highlighting the large investments CPGs are making in advertising, these were two of the largest measured-media spending categories. Research also shows that internet ad spending is forecasted to be the biggest ad medium in the US in 2017 – even topping television – with an expected investment of $69 billion.
As digital advertising becomes increasingly prevalent and CPG advertising budgets continue to grow, organizations must carefully re-allocate media spend across digital channels as well as mass media platforms, such as radio and print ad campaigns. In order to make informed investments in this area, CPGs first need to understand the true value of digital campaigns for their business. From there, they can develop a better understanding of where to focus their marketing spend, and strategically distribute budget across programs for maximum impact.