The U.S. consumer packaged goods industry will spend $2.33b on mobile advertising in 2015

Andy Boxall

In Mobile Advertising. June 10, 2015

emarketer logo
It’s estimated the consumer products and consumer packaged goods industry will be responsible for 47% of the digital ad spend in the U.S. this year, spending around $2.33b.
By looking at research gathered by 4info and Catalina, it’s shown these mobile advertising campaigns created by consumer packaged goods brands will generate the following in-store revenues: An average of $29.90 worth of sales per one thousand impressions, or around $500m in total sales.
The CPG industry’s mobile ad push may attract total sales of $500m this year
emarket
However, the highest and lowest amounts used to produce these averages varies wildly, with the highest sales per thousand impressions coming in at $76.33, and the lowest just $3.09. The data came from 83 different mobile campaigns, each lasting an average of 12 weeks.
The same research also showed the growing importance of putting coupons and discount codes onto a mobile platform, and it’s estimated that in the U.S., 97.4 million adults will use a mobile device to redeem a coupon over the coming year.
Overall, these coupon promotions are expected to generate a massive $993,000 average in-store sales total in 2015. This figure is more than twice what’s expected from other brand-focused campaigns.