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Consumers typically buy consumer packaged goods (CPG) more frequently and often in-store, making those purchases different from general merchandise. Nonetheless, ad-buying on retail media networks (RMNs) is somewhat more established with more sophisticated options for CPG than for general merchandise because retail media has been a staple of CPG ad-buying for longer. That means CPG ad-buying habits could be a model for future trends in retail media.

Instacart expands Caper Cart ad opportunities to capitalize on in-store retail media demand: The company joins Ahold Delhaize in beefing up its offerings to give CPG advertisers more ways to reach shoppers.

In our exclusive survey, CPG and general merchandise ad buyers shared their opinions of retail media network attributes across metrics including traffic, targeting, and ad cost.

The second-largest digital advertiser among industries will post strong ad spending growth in 2024, but deceleration is on the horizon, and its various subcategories have starkly different outlooks.

Instacart adds AI-powered tools for advertisers as ad growth slows: The new features make it easier for brands to create and optimize campaigns.

Retail media has swallowed up the shopper and trade marketing budgets of CPG brands. Incrementality is the top KPI for RMN advertisers, but it’s not the only one.

Publicis strengthens AI and first-party data strategy: The Lotame acquisition enhances its identity solutions, adding 4 billion customer profiles and expanding Epsilon’s AI-powered ad targeting.

While social claims a sizable portion of most ²¹»å±¹±ð°ù³Ù¾±²õ±ð°ù²õ’ budgets, two advertising categories—retail and CPG—are responsible for an outsized share of social ad spending in the US.

The economy is still under pressure, but investment in digital advertising will continue apace. Retail will continue to lead the ranking for total spend. Travel will lead in terms of growth, followed closely by CPG and retail.

Amazon Fresh, despite failing to gain traction with its brick-and-mortar endeavors, is trying to assert itself in the grocery space. Its customer base, though much smaller than competitors like Walmart and Target, is attractive to consumer packaged goods (CPG) advertisers because those shoppers are open to trying new products.

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.

The Hershey Co. found a way to apply retail media data from Reese’s Peanut Butter Cups to other consumer packaged goods ads. The company learned that shoppers were buying shapes of Reese’s Cups based on their chocolate to peanut butter ratio, so it made two new products—one for peanut butter lovers and one for chocolate lovers, said Vinny Rinaldi, US head of media at The Hershey Co.

Disney and Kroger team up to enhance targeting, measurement capabilities: The partnership gives CPG advertisers the ability to better connect ad exposures to sales or their KPI of choice. (This article was written with the assistance of ChatGPT.)

Digital ad spending growth in Canada is being driven in large part by a host of industries. Our rankings show that retail and consumer packaged goods continue to have the most ad spending share.