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Brands across consumer packaged goods, beauty, electronics, home goods, and insurance have signed on as clients, the company said. Neon鈥檚 ability to tie media investments directly to revenue impact gives brands and retailers a strategic advantage. 鈥淐lients now have an independent, unified measurement view that they can invest in from a place of confidence,鈥� Browning said.

Digital ad spending growth in Canada continues apace, driven in large part by key industries tied most closely to the digital economy. Our rankings show that retail and CPG lead the way, while sectors like travel and automotive are still recovering from hard times during the pandemic.

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.

Deepening the challenge: RMNs that depend on investment from consumer packaged goods (CPG) advertisers will face headwinds in 2025, as the industry鈥檚 digital advertising spend is set to grow just 6.1% that year, per our forecast. That鈥檚 a stark slowdown from the double-digit growth that defined 2023 and 2024. In 2025, RMNs that make up the long tail of ad spending will face harsh realities.

Higher prices for hardware, consumer goods, and cloud servers could dampen customer purchasing power and enterprise tech investments.

Over half (56%) of US grocery retail executives are concerned about competition from internet grocery stores (like Thrive Market or Fresh Direct), according to a June 2024 survey from Deloitte. Nearly as many (53%) are concerned about third-party grocery shopping apps like Instacart or DoorDash.

CPG advertisers assessing inflation鈥檚 impact on spending habits. Retail media networks linking store-level inventory data with consumer profiles for real-time ad adjustments. Publicis is deploying AI models within client-owned data environments to assist with privacy compliance. It is also developing a probabilistic data workbench, increasing transparency in AI-driven projections.

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.

This far exceeds the next biggest spender, consumer packaged goods (CPG), with a 16.0% share. Retail鈥檚 lead in ad spending accelerated from 2020 to 2023 thanks to a consistent streak of well-above-average spending growth, while most other industries fluctuated amid economic uncertainty. Retail also commands the biggest share of digital ad spending.

The 鈥渞isk of a trade war鈥� and subsequent inflation that could follow President Donald Trump鈥檚 wave of tariffs is also predicted to contribute to these changes, per Magna鈥攅specially for industries vulnerable to global trade issues, like consumer-packaged goods, food, and automotive. The forecast mentioned a 鈥渄eterioration鈥� in consumer confidence that could contribute to slowing growth.

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

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.

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.

Sephora-related content resonated best with Gen Z consumers, but legacy brands like Neutrogena struggled to maintain relevance. Cultural moments like Pride and back-to-school drove Q3 UGC, while video tutorials on platforms like TikTok provide more effective ways for brands to connect with Gen Z. Here are four insights into how beauty brand-related, UGC performed among Gen Z consumers in Q3, according to research firm dcdx鈥檚 Gen Z's Top 50 Beauty Brands Report Q3 2024.

While social claims a sizable portion of most advertisers鈥� budgets, two advertising categories鈥攔etail and CPG鈥攁re responsible for an outsized share of social ad spending in the US.

In a recent Tech Talk webinar, John Pawlowski, vice president of marketing at pet food company Heckova!, shared four steps to build a successful CPG brand and get it on to retail shelves, from identifying the opportunity for growth to finding the right retail partners.

Shoppers are beginning to trade back up to premium CPG brands: While volume growth is recovering at Unilever and Kimberly-Clark, pressure on lower-income consumers is hurting Nestl茅 and PepsiCo.

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.

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.