蘑菇AV

Three key sectors are driving double-digit expansion in digital video advertising: pharmaceutical (19% increase), retail (18%), and CPG (13%). Zooming out: Tariffs are posing a threat to key channels like CTV, but this isn鈥檛 changing the broader trend of advertisers shifting away from linear鈥攊ndicating confidence that digital video will continue to drive returns.

鈥淲hether it鈥檚 Christmas, Thanksgiving, or Fourth of July, there are brands and categories within the consumer packaged goods (CPG) category that are relevant to each of those holidays,鈥� said Galvin. Brands can benefit even when their product isn鈥檛 typically in season.

Why it matters: While overall retail media spending is growing at a healthy pace鈥�20.2% this year, per our forecast鈥擨nstacart鈥檚 share of retail media dollars is slipping as larger players like Walmart and Amazon scoop up a greater share of budgets and CPG advertisers experiment with new networks.

In November, retailers made strategic moves across grocery, apparel, and beauty. Amazon turned Black Friday into a weeklong event and launched its Shein competitor, Haul. Meanwhile, e.l.f. Beauty strengthened its value proposition through a new Dollar General partnership, while Kroger announced plans for specialized Asian experience stores in North Texas. Here are our eight unofficial picks for the most interesting retailers in November.

GenAI use cases could increase the economic impact of traditional AI within the consumer packaged goods (CPG) industry by 15% to 40%, according to a March 2024 McKinsey & Company study. Retail executives agree: 75% view genAI as instrumental to their business revenue growth, per a June 2024 report by Accenture. Predictions.

Apart from groceries and cars, most consumer goods categories remain outside the deal鈥檚 scope, and retailers exporting to the US will continue to face the 10% baseline tariff on most goods.

Affected retailers include Amazon, Home Depot, Ikea, Ralph Lauren, and Tractor Supply鈥攎eaning price impacts will ripple across a wide swath of consumer goods. The consumer view: Tariffs and inflation are top of mind for many consumers. More than a quarter (26%) of US consumers named 鈥渋nflation/prices鈥� as their most pressing concern; 98% called it 鈥渋mportant,鈥� per a recent Economist/YouGov poll.

蘑菇AV 40% reduction in time from client brief to content delivery for social media development, per The Brandtech Group. 50 times the acceleration in blog content creation with 95% cost reduction, compressing timelines from four weeks to a single day, per Boston Consulting Group (BCG) data on a leading consumer packaged goods (CPG) company. 65% reduction in campaign launch times with 22% infrastructure

CPG: Includes food products, household products, packaged goods, tobacco, personal care products, toiletries, and cosmetics products. (A large portion of these products are categorized in the UK as fast-moving consumer goods [FMCG].).

Still, WPP鈥檚 top 25 clients saw 2.5% growth in Q1, helmed by a robust CPG performance, improvement in tech and digital spend, and stabilization in healthcare. Retail, telecom, and travel and leisure declined. The company maintained its full-year guidance for 2025. Zooming out: The company鈥檚 Q1 results were driven by the loss of major clients and missing the mark with new products.

The big picture: Pepsi鈥檚 purchase of Poppi is part of the CPG company鈥檚 portfolio overhaul as it looks to accommodate consumers鈥� growing preoccupation with health and wellness. That strategy includes offering smaller portions of its signature products, along with more high-protein, whole grain, lower-fat, and lower-sodium items. This realignment has a few extra benefits.

鈥淭he most powerful thing for all these brands is that these overarching digital systems continue to grow and thrive, and we can deliver the highest iROAS for our collective CPG partners across the wider web,鈥� said Espinosa. This collaborative bidding is particularly beneficial in convincing bigger advertisers and media companies to invest in retail media, he said.

Nestl茅 targets GLP-1 users with line of nutritious frozen meals: The CPG company sees an opportunity to gain an early advantage as consumers shift to healthier options.

It also reported that the top sectors with advertiser interest are consumer goods, entertainment, automotive, and travel and tourism. These sectors are driven by innovative ad formats, personalized targeting, and performance measurement. The vast majority of gaming ad spending is mobile. Our forecast for the US shows that mobile accounts for 90.9% of total gaming ad spending.

Consumer products manufacturers announced 14,619 layoffs (up 54% YoY), and automakers cut 7,146 jobs (up 28% YoY). The context: The Trump administration has upended the status quo since coming into office with aggressive tariff policies and bold political moves鈥攍ike laying off 279,445 federal workers (a 672% YoY spike) and promising mass deportations鈥攖hat have roiled the economic landscape.

Procter & Gamble is determined to push through price hikes: Despite falling sales volumes and softening demand, the CPG giant plans to continue raising prices to cover its costs.

Amazon鈥檚 Subscribe & Save program lost share across nine of the top 10 consumer packaged goods (CPG) categories between 2023 and 2024, according to June data from Numerator.

The store is no longer the only place where consumers can discover and shop for consumer packaged goods (CPG) products. Younger generations are finding products via search and social media, while Amazon Prime Day offers shoppers the opportunity to stock up on essentials for less.

It doesn鈥檛 take a CPGenius to understand that consumer packaged goods (CPG) have gone digital. 鈥淲inning at the digital shelf is more critical than ever鈥� for CPG brands, according to our analyst Andrew Lipsman. Here are five charts on what retailers, marketers, and logistics professionals need to know about CPG.

CPG companies spend more annually on digital ads than every cohort besides the retail industry. However, CPG digital ad spending growth underperformed compared with most other industries last year, and it will do so again this year. Next year is looking better though.

Grocery shoppers are omnichannel shoppers, our analyst Blake Droesch said on a recent 鈥淏ehind the Numbers: Reimagining Retail鈥� podcast. That means consumer packaged goods (CPG) brands should employ a mix of digital and in-store advertising strategies to engage customers where they shop.

CPG digital ad spending hits $48.79 billion in 2024: Its strength is driven by D2C strategies and increased search advertising.

In-store sales data is a massive opportunity gap. The biggest gap between how retail media networks (RMNs) perform today versus their most desired attributes was with in-store sales data. With nearly 90% of grocery sales still occurring in physical stores, RMNs that deliver seamless omnichannel sales attribution will be well positioned to capture consumer packaged goods (CPG) advertising budgets.

Following performance measurement is the most important factor in allocating budget to retail media, according to 56% of US consumer packaged goods (CPG) manufacturers, per a December 2023 survey from Skai and Path to Purchase Institute.

As Facebook loses relevance with younger audiences, D2C ad budgets for CPG brands are diversifying into emerging channels.