Because it can take a month or more to tie digital media to offline purchases, CPGs like Del Monte are used to relying on proxy metrics like viewability or engagement. But Del Monte is piloting an Amobee product released Wednesday called Sales Accelerator, which aims to collapse that timeline to about a week and help […]
The world’s largest consumer product brands are struggling to grow their US businesses. While some of the challenges are macro-economic, like increased transportation costs, the biggest factor is the growth of retail private-label brands, which can’t be acquired or stamped out like startup competitors. Large CPGs are also adjusting to new direct-to-consumer and ad-heavy startup […]
Albertsons has unleashed shopper data from its network of 2,300 stores to help CPG advertisers determine whether their digital ad spend drove sales. When the grocery chain, whose numerous brands include Safeway, launched Albertsons Performance Media last week, it joined retailers like Target, Kroger and Walmart, which have each invested in building an audience activation […]
Procter & Gamble isn’t done trimming its agency and advertising investments, even after a year of deep cuts to media and production budgets, according to senior managers during the company’s Q2 earnings report on Tuesday. Digital media and tech vendors have become more transparent since P&G began crusading against online supply chain failures a year […]
L’Oreal will expand a media ownership strategy it piloted in Mexico to other Spanish-speaking countries to generate first-party cookies from its customer base. The idea is similar to sponsored content, but instead of working with a brand-name media company on a story package, for the past year L’Oreal has developed fiufiu, a kind of pop-up […]
Since it began delivering makeup product lines in 2015, the London-based beauty startup Wunder2 demonstrates how savvy ecommerce companies can use Facebook targeting and video campaigns to push into retail distribution. Wunder2 follows in the footsteps of Facebook-centric startup brands like the mattress-in-a-box manufacturer Purple, which landed its first retail distribution deal last month, and […]
Champagne used to be reserved for special occasions, but Moet Hennessy USA wants consumers to see its luxury products as more of an everyday utility. The company teamed up with its creative agency, Rehab, and Amazon’s voice-activated service, Alexa, to create Bottles and Bubbles, a customized “skill” or application. Once users command Alexa to “open […]
Big consumer product brands like L’Oreal have soaked up as much data as possible in recent years as they try to assemble consumer profiles without the direct data enjoyed by ecommerce merchants and retailers. Doing so requires a multifaceted strategy. L’Oreal’s head of data acquisitions and partnerships, Aruna Paramasivam, described her company’s efforts along these […]
Activist investor Nelson Peltz of Trian Fund Management won a recount vote for a board seat at Procter & Gamble. In the wake of the early October vote, the initial vote count had Peltz down by a narrow margin, but that now appears to be wrong. In a statement shared with AdExchanger late Wednesday, the […]
Nelson Peltz, founding partner of Trian Fund Management, narrowly lost a bid to win a board seat with Procter & Gamble on Tuesday, following a vote at the company’s shareholder meeting in Cincinnati, Ohio. Peltz and his Trian fund are known for waging aggressive proxy battles to obtain public company board positions and then using […]
Criteo on Friday released a suite of products, including audience matching and customer prospecting, as well as a new policy beginning in the fourth quarter to give buyers and DSPs impression-level transparency into every unit of inventory. At the heart of Criteo’s string of product releases this year is a newfound willingness among retailers and […]
Amazon is winning a growing share of CPG media dollars, and its September announcement that it would open an office in New York City to house a major expansion of its advertising platform business means the competition will only heat up. It comes as CPG brands pulling back on digital media undercut global agencies, marketing […]
Demographic targeting and behavioral targeting have both been around since internet advertising’s early days, but big CPG brands now say behavioral targeting drives the biggest results online. Instead of trying to hit in-target demos, they’re looking for more creative ways to connect with consumers based on purchase history or interests. At Dmexco, Johnson & Johnson CMO […]
Both Publicis Groupe’s Zenith and WPP’s GroupM have lowered their 2017 ad spend forecasts, due to cost-cutting clients and slow economic growth in global markets. Zenith projects 4% growth for the global ad market by the end of the year, down from its original forecast of 4.2%. GroupM revised its 4.4% forecast down to 3%, […]
Consumer packaged goods (CPG) brands are threatening steep investment pullbacks if higher standards aren’t met on marketing measurement and transparency. And those Fortune 500 CPGs, including Procter & Gamble, Unilever, Mondelez, Nestlé and Kraft, seem to be holding to their lines in the sand. In the past few weeks, holding companies like IPG, WPP and […]
As NBCUniversal’s portfolio has evolved, so has its sales pitch to brand marketers. When NBCU merged its linear and digital sales teams in 2015 and combined all its content groups, its client partnerships team assumed a greater role within its sales organization. That team, led by client partnerships EVP Ali Tarrant, became the broadcaster’s conduit […]
The largest advertisers in the world are still dead set on cutting advertising costs and reducing agency fees. On earnings call after earnings call in the past week, consumer packaged goods (CPG) companies sent a clear message to the ad industry: The belt is tightening. On Thursday, Procter & Gamble CEO Jon Moeller told investors […]
Nielsen’s specialty is media measurement, not mar tech. But a slew of new Nielsen Marketing Cloud wins may help change that perception. Despite the presence of data management platforms from Salesforce, Adobe and Oracle, Nielsen Marketing Cloud just had its largest-ever quarter for new DMP client wins since it acquired eXelate in 2015. CPG marketers […]
The convergence of retail and ecommerce accelerated with a blockbuster Friday when it was announced that Amazon would buy Whole Foods for $13.7 billion and Wal-Mart is snapping up ecommerce men’s clothing company Bonobos for $310 million. The market response to the deals was clear, particularly to Amazon’s 11-digit investment in a brick-and-mortar footprint. The […]
The slang phrase “I’ve got the receipts” has become a way to declare oneself the indisputable winner of an argument. Mobile shopping and analytics companies are learning to love the term as well. As image scanning and recognition software improves and the value of shopper data shoots up, a growing industry is devoted to accessing […]
America’s most data-driven retailers and product manufacturers increasingly use mobile channels to drive shoppers to a store. Take the big kahuna. Walmart two weeks ago began offering discounts for products selected online and then picked up at a store. Walmart clears the margin on those discounts because the retailer can push products through its stores […]
Procter & Gamble will slash $1.5 billion from its marketing budget over the next five years, the CPG giant said during its Q1 earnings call Wednesday. At least $1 billion will come from media, specifically by lowering rates and getting rid of supply chain waste, said Chief Financial Officer Jon Moeller. P&G wants to save […]
Chocolate eggs are big business for Hershey’s, the company behind Reese’s peanut butter cups and Cadbury eggs. The candymaker generates $550 million in sales of Easter candies, making it the second-biggest holiday after Halloween. The beloved Reese’s Eggs fill up Easter baskets everywhere. But this year, the Easter candy market became more competitive as other […]
The mobile app Ibotta, which offers users cash back on purchases from retail and brand partners, is turning its receipt verification system into an in-store attribution tool. Ibotta users can link a loyalty card account or upload a picture of a store receipt to get cash back on products for which it offers discounts. But […]
Nielsen Catalina Solutions’ (NCS) original value prop focused on connecting media consumption with in-store sales for CPG brands. But in the past two years, NCS has moved beyond attribution and into building programmatic audience segments. Programmatic targeting is already almost 25% of NCS’ business, with a revenue goal this year between $20 million and $25 […]
Has performance-based pay finally arrived for agencies? Traditionally, marketing services firms were paid on a set scope of billable hours worked by each employee on an account. But a growing number of advertisers are pushing for more tangible, ROI-based remuneration. The biggest recent example is McDonald’s. The quick-serve advertiser’s RFP process specified that agency compensation […]
Boxed, a bulk shopping startup that competes with Costco and Sam’s Club, wants to woo a younger demographic of shoppers to its version of the wholesale club. The three-year-old company is on a hiring spree and expects revenues to exceed $100 million this year. Now Boxed is dabbling in brand marketing for the first time […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Damian Garbaccio, executive vice president at Nielsen Marketing Cloud. We all know that consumer packaged goods (CPG) companies spend a lot on advertising. In the US alone, CPG and consumer […]
Consumer packaged goods companies are going direct-to-consumer, spurred by a desire for greater data governance and less reliance on third-party retailers. As a result, the principles behind shopper marketing, which traditionally centers on in-store promotions, are blurring with brand marketing, which focuses on building brand affinity. “We’ve seen shopper marketing move from this singular approach […]
In 2014, Nestle Waters’ data was spread across different digital agencies and databases. “Our go-to-market strategy was very complex,” said Antonio Sciuto, EVP and CMO of Nestle Waters North America. Because Nestle Waters sold its beverages online as well as straight to stores, through single-serve machines or in bulk to warehouses, the company’s digital and […]
