Executive Summary

Digital ad spending in the US consumer packaged goods (CPG) industry will increase 5.2% to $19.40 billion this year, making it the third-largest spender behind retail and financial services. CPG advertisers spend heavily on mobile, and the most popular format is display advertising on social networks and video platforms. Competition with direct-to-consumer (D2C) brands, along with an uptick in ecommerce sales, has led to a higher focus on performance marketing; however, brand marketing remains essential.

What’s driving overall CPG ad spending growth?

A boost in digital sales of essential goods and personal care products, which were purchased more frequently online during the pandemic, has driven CPG spend growth.

How much of CPG advertising is going to mobile?

Mobile spending will grow 11.4% to $14.20 billion, accounting for 73.2% of all CPG digital ad spend.

Which ad format is growing the fastest?

Digital video, which we consider a subset of digital display, will be the fastest-growing ad format in CPG ad spending this year, rising 17.1% to $5.54 billion. Digital video ad spending will make up 47.5% of CPG’s spending on display advertising and 28.6% of its overall digital spend.

What is CPG’s share of total US digital ad spending?

CPG ad spending will make up 14.4% of all US digital ad spending, making it the third-largest spender among industries we cover.

WHAT’S IN THIS REPORT? This report details our annual forecast of US CPG digital ad spending. It includes a comprehensive overview of total digital ad spending, as well as estimates by channel, device and format and the pandemic’s impact on these figures.

KEY STAT: Digital ad spending in the US CPG industry will grow 5.2% this year to $19.40 billion.