Primary Goals Of CPG Mobile Advertising, 2012 [TABLE]
According to comScore and Millennial’s findings, when compared with all advertisers, 46% of consumer goods campaigns worldwide in 2012 focused on brand awareness, while only 14% of advertisers across all verticals focused on the same goal for their mobile ads. Other common goals among consumer products advertisers were site traffic and sustained in-market presence.
Because CPG brands are primarily purchased in physical stores, awareness-focused campaigns are typically more effective than direct response. Read the rest at eMarketer.