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Interactive Ads for CPG Driving brand awareness and purchase intent through rich-media online advertising Internet display ad spend is on the rise, as Consumer Packaged Goods (CPG) advertisers turn to rich media to drive brand awareness and purchase intent for online consumers — in particular, online moms. Currently at 34 million, members of this growing demographic are making 80 percent of household purchase decisions, and CPG marketers are finding new ways to capture their attention with innovative interactive ad features, such as downloadable coupons, sweepstakes, games, polling, and instant-play video. An InsightExpress study commissioned by EyeWonder for Energizer’s “Monster vs Aliens” ad campaign proved rich media is the way to engage with moms online. Utilizing benchmark data, including interaction rates and times, the study found rich media ad units performed better than standard units in terms of persuasion metrics, brand favorability, and purchase intent. In addition, all brand metrics and most brand attributes increased significantly after four or more exposures to the campaign. Download the results now. Please fill out the quick form to the right.  |
