This quarter, according to Casale Media’s Index report for Q2, two made it into the top 10. Kellogg’s and Mondelēz took the sixth and eighth spots, respectively. (Data for the report was pulled from Casale's Index Exchange SSP.)
It’s a trend that’s not relegated to display. As AdExchanger reported at the end of August, mobile CPG spend was also up in Q2 across multiple exchanges.
“About 90% of what we do today is still display, but the increase of CPG mobile spend is indicative of the cross-screen trend,” said Andrew Casale, VP of strategy at Casale Media. “The rise in CPG spend is happening everywhere.”
CPG was the second-biggest sector in terms of programmatic spend in Q2 at 14%, behind retail at 26% and financial at 12%. Casale Media came to its findings by indexing all of its impressions for the second quarter, roughly 300 billion across 50,000 brands.
Casale also noted that more brands appear to be willing to get down and dirty with programmatic, bypassing agencies, trading desks and other managed service providers. The share of spend coming from the marketer community increased from 11% in Q4 2013 to 12% last quarter.