And with consumer packaged goods (CPG) companies slated to represent $4.2 billion in digital ad spend this year – a number eMarketer predicts will hit more than $7 billion by 2018 – bots, and their human creators, are starting to add CPG brands to the top of their shopping list.
Ari Jacoby, CEO of digital ad company Solve Media, noted Q2 2014 had significantly higher amounts of bot activity among CPG brand advertising largely due to US mobile-based bot traffic, which was 40% higher than what Solve has seen in the past. Global mobile bot traffic was up a little more than 20% – a phenomenon corroborated by Andy Fan, founder and CEO of Shanghai-based fraud detection solution RTB Asia.
“CPG vertical campaigns have a higher percentage – possibly the highest – of bot-related fraud over travel, gaming, auto or financial services,” Fan told AdExchanger. “In China, the goal of most CPG vertical campaigns is branding, not direct response or ecommerce, and this usually leads to loose goal measurement, which makes CPG advertisers less likely to notice fraud.”
Spend on search and desktop display is up among CPGs – there's been a roughly 11% year-over-year increase, according to Kantar Media – but it's mobile that's going to be the future bugbear, especially as CPG brands start to spend more on mobile programmatic.