The US CPG and Consumer Products Industry 2016: Digital Ad Spending Forecast and Trends - eMarketer
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The US CPG and Consumer Products Industry 2016: Digital Ad Spending Forecast and Trends

eMarketer Report

By: eMarketer

Published: May 12, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

US consumer packaged goods (CPG) and consumer products advertisers will spend $5.97 billion on digital advertising in 2016, an 18.2% gain from 2015 that will see this sector account for 8.7% of total US digital ad spending for the year.

  • Although overall ad spending is decreasing, CPG and consumer products manufacturers are moving more of their ad money toward digital.
  • Display advertising will remain the major format for CPG and consumer product ads. Digital video advertising has shown increased growth as brands have become more comfortable with taking what they have learned on TV and translating it to smaller, more personal screens.
  • Paid search spending is holding steady for brands in this industry, although more of it is going toward mobile search with every year in response to consumers’ increased use of smartphones.
  • Over 60% of digital CPG and consumer products industry spending is directed at mobile devices. Compared to other industries, CPG and consumer product ad spending lands squarely in the middle when it comes to the amount of money spent on mobile ads.
  • An ongoing trend has seen brands in this sector taking their programmatic buying in-house, where they can have more control over how their data is used to target consumers. Roughly 75% of dollars the industry spends on digital display advertising will be purchased by programmatic means in 2016.

"eMarketer breaks down digital ad spending in the CPG and consumer products sector, and examines what is driving investment in major spending categories."

Table of Contents

About eMarketer’s Industry Ad Spending Series

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Digital Ad Spending Outlook

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Digital Ad Spending, by Format

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Mobile Ad Spending Forecast and Trends

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Programmatic Ad Spending

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17 charts are included in the full report:

The US CPG and Consumer Products Industry 2016: Digital Ad Spending Forecast and Trends

US CPG & Consumer Products Industry Digital Ad Spending, 2014-2020 (billions, % of total digital ad spending and % change)

Digital Ad Spending Outlook

US CPG & Consumer Products Industry Digital Ad Spending, 2014-2020 (billions, % of total digital ad spending and % change)

US Digital Ad Spending, by Industry, 2015-2020 (billions and CAGR)

US Digital Ad Spending Growth, by Industry, 2014-2020 (% change)

Top 25 Advertisers, Ranked by US Traditional Media Ad Spending, 2015 (millions)

US CPG and Consumer Products Industry Ad Spending, by Category and Media, 2014 & 2015 (millions and % change)

Digital Ad Spending, by Format

US CPG & Consumer Products Industry Digital Ad Spending, by Format, 2016 (billions and % of total)

Display and Rich Media

US Digital Video Ad Spending, by Industry, 2016 (billions and % of total)

Social Media

US Marketing Executives Who Are Able to Show the Effect of Social Media on Their Business, by Industry, Feb 2016 (% of respondents)

Social Media Marketing Areas in Which US Marketing Executives Plan to Invest, by Industry, Feb 2016 (% of respondents)

Paid Search

US Digital Ad Spending Growth, by Device and Format, 2015-2020 (% change)

Native Advertising and Content Marketing Trends

Areas Where US Marketing Professionals Plan to Increase Their Budget, Aug 2015 (% of respondents)

Biggest Challenges of Native Advertising According to US Agency and Brand Professionals, Q4 2015 (% of respondents)

Mobile Ad Spending Forecast and Trends

US CPG and Consumer Products Industry Digital Ad Spending, by Device, 2016 (billions and % of total)

US Mobile Ad Spending, by Industry, 2016 (billions and % of total)

Extent to Which Mobile Marketing Has Contributed to Their Company's Performance According to US Marketing Executives, by Industry, Feb 2016 (% of respondents)

Mcommerce Transaction Share Among US Digital Retailers, by Category, Q4 2014 & Q4 2015 (% of total ecommerce transactions)

Programmatic Ad Spending

US CPG & Consumer Products Industry Digital Display Ad Spending, by Transaction Method, 2016 (billions and % of total)