2010 – the year of CPG?

Interesting post from Cory Treffiletti on Mediapost this AM.  He’s predicting that 2010 will be a big year for CPG spending online, driven by better measurement capabilities to prove the offline sales impact of online spend.

I agree.

Brand.net is a clear leader in this area, delivering strong, proven ROI results on web-wide campaigns for some of the biggest CPG brands on the planet.  These were not niche studies.  The average campaign size measured was >$250K, running across dozens of sites.  So Brand.net offers the viable, scalable solution Cory envisions to tie online ad exposure to offline sales.  We offer it today and have proven that it works.

Now if you’ll excuse me, I need to go call Cory to collect that budget he promised.  It’s shaping up to be a great 2010!

ClickZ: CPG Companies Crank Up Display Ad Spend

Quick note on the ClickZ article last week about CPG companies ramping up online spend.  Branding is tremendously important in this category, which includes many of the largest advertising spenders on the planet (P&G, Unilever, etc.).  Companies like these are increasingly realizing that their customers are consuming a greater and greater share of their media online, so if they want to protect their brands they need have their ad budgets track that shift in behavior.  The alternative is to risk losing share to new brands or – particularly as wallets tighten through the recession – private label products.  Research indicates that such share losses can be permanent, so continued investment is critical even in “this economy”.  Glad to see them staying sharp.

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