July 30, 2019 - By Ginna Hall, Senior Content Writer, Nielsen
The consumer packaged goods (CPG) industry has spent billions of dollars on traditional advertising such as TV, OOH and print. But digital advertising is changing the way CPG brands market their products.
In fact, digital outpaced traditional advertising as a share of total CPG spending for the first time in 2016, and digital's lead will only continue to grow, with brand marketers planning to spend almost 20% of their marketing budgets on digital versus only 13% on traditional advertising this year.
Unfortunately, a lack of transparency and high uncertainty in the digital advertising ecosystem has created tremendous inefficiency for advertisers, which ultimately means waste. Those at most risk are advertisers with the least data about their customers, a situation many CPG marketers know all too well.
As technology evolves in tandem with changing media consumption habits, digital has become the most important channel for advertisers to reach consumers. But because of the retailer intermediary, CPG manufacturers often do not have direct access to the consumer they want to reach, or insight into how their advertising affects sales.
CPG advertisers want to spend more on what’s working, and spend efficiently for the best outcomes. While digital’s addressability enables greater ad precision and personalization than ever before, many teams lack expertise in digital and have concerns over ad effectiveness and transparency.
Two critical issues that advertisers need to determine in executing their online advertising are 1) which audiences to target and 2) what sources of data to use to reach those audiences. There is a wide range of data sources available to define and identify audiences, which all come with different costs and are based on varying audience criteria.
A recent Nielsen webinar addressed these issues. In Put Your Money Where Your Consumer Is, Nielsen’s Director, Multi-Touch Attribution, Dena Feiger presented findings from an analysis of 750 digital advertising campaigns for 31 CPG brands totaling $258M online spend using person/household-level media and sales data and multi-touch attribution.
>> Watch Put Your Money Where Your Consumer Is On-Demand
This Nielsen analysis measured the incremental impact of online marketing activities on in-store purchases. The findings revealed how audience targeting data and differences in execution can drive higher results.
Nielsen’s new report reveals that the type of data an advertiser uses for targeting consumers (e.g. first party, geographic, behavioral, etc.) has a significant impact on ROI.
Targeting based on “Purchase-Based Audiences” (for example, “people who bought from my competitor in the past 3 months”) delivered the highest return on investment, 3x above the average across all types.
In addition to these findings, the report offers six recommendations for how CPG brands can improve their marketing effectiveness through the use of enriched audience data.
Digital performance is substantially tied to the amount of attention advertisers pay to it. Advertisers who are more successful with digital channels are those that have structured their organizations to support digital goals.
This kind of organization can be manifested in many ways, but requires a multi-functional operating model across analytics, media, technology, and third-party suppliers in order to deliver step-change growth in digital marketing outcomes. The key unifying principle for these teams is a clear focus on the consumer.
Takeaway: Build capabilities to enable compelling communication with consumers across digital channels.
Using audience data that is purchase-based (those who have purchased from your company or from a competitor) will have a significant positive impact on your results. While this data requires a greater investment than reach-based demographic or geographic data that is relatively easy to obtain, it delivers a much higher return.
Takeaway: Choose a data type that aligns with your business goals. If using reach-based data for targeting, look for ad verification technology that ensures the data is of the highest quality.
Brands that use data that is based on verified actions as opposed to implied actions achieve higher returns.
Takeaway: Optimize your performance by basing audience targeting on actions of known individuals before moving to data sets from look-alike or implied models.
Managing advertising and marketing channels separately using siloed, channel-specific strategies, tactics and metrics is no longer effective. Brands that have central audience data management have better results.
A centralized source ensures that targets are managed appropriately and prevents audience over-exposure to the same message or to conflicting messages for different campaigns.
Takeaway: When advertisers and their agencies have access to the same data at the same time, they can work together more efficiently.
Viewing your data creatively can allow you to uncover audiences that may differ from current or traditional customers.
Takeaway: Test messaging and offers on new data sources and audiences to see if you can drive results with overlooked targets.
Two common measurement approaches—marketing mix modeling and multi-touch attribution—are built to support different objectives. While marketing mix modeling provides high-level strategic insights for budgeting and long-term planning, marketers seeking tactical insights for short-term optimization should consider multi-touch attribution.
With clarity into which channels and tactics influence a specific audience, marketers can not only orchestrate the optimal consumer experience across channels and devices, but also optimize spend to maximize business results.
Takeaway: Measure your marketing to understand your audiences and maximize marketing effectiveness.
To learn more about how audience data can help drive sales, watch Put Your Money Where Your Consumer Is on-demand now.