What changes in terms of price This perception changes how consumers see the brand and its products. But it also has an impact on other elements linked to purchasing decisions. It is what happens with the price. When the product is linked to luxury and Qatar phone number exclusivity. The sensitivity in terms of price changes. The consumer is willing to pay a higher price for the products. The increase in audiences and investment in e-commerce will drive a 7% annual growth in digital advertising investment for consumer products China leads digital transformation with 71% of FMCG category budgets spent on digital media Tags investment e-commerce digital advertising read later favorites 0 ads.
Digital Marketing Courses Digital Marketing programmatic Zenith forecasts that FMCG food and drink brands will increase their advertising spend in digital media by around 7% per year until 2023. According to its report Business Intelligence – FMCG Food Qatar phone number and Drink. Published today. This figure is well above the 4% annual growth forecast for the FMCG category as a whole in the 12 markets included in this report*. FMCG brands continue to rely heavily on traditional TV. Spending 39% of their budgets on it in 2020. Compared to 24% on average. Excluding China. Where FMCG brands have already adopted digital advertising as their main form of commercial communication.
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They spent 52% of their budgets on television. Compared to 26% on average. Its main objective is to maximize the notoriety and reach of the brand. So that the largest possible number of consumers at the point of sale have it in mind. This is something in which television has historically stood out. But its reach. Which is decreasing – especially among Qatar phone number young people – For this reason. FMCG brands are following their audiences in digital media. Zenith expects FMCG digital ad spend to rise from $12.3bn in 2020 to $14.9bn in 2023. With their market share increasing from 46% to 49%. After the pandemic boosted FMCG ecommerce in 2020 like never before. Brands are looking to support and expand their capabilities in that area.
Funneling consumers into DTC operations or retail partnerships. However. The big challenge will be to use digital media to replace television effectively – creating large-scale brand awareness and managing frequency. The rise of video subscriptions Qatar phone number under On Demand (SVOD). Which turns large audiences away from direct mail. Will make this task even more difficult. As will the end of third-party cookies. “FMCG brands need a new holistic approach to scope-based planning.” said Ben Lukawski. Global Chief Strategy Officer at Zenith. “That means combining television.
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Paid online video advertising. Virtual placements on SVOD platforms. And perhaps even gaming presence. Using first-party and second-party data to avoid duplication and optimize incremental reach.” OOH is the exception to the falling reach of traditional media. As traffic normalizes after the COVID-19 slump. The spread of digital screens will make it even Qatar phone number more effective at reaching consumers. With targeted and relevant ads close to the point of sale. FMCG OOH advertising is projected to grow 9% annually from 2020 to 2023. While its market share will increase from 6.1% to 7%. Slightly above its pre-pandemic share of 6.8%. In 2019 . FMCG ad spend will follow the growth of the total market as it recovers from the 11% drop in 2020. Ad spend from FMCG brands fell more sharply than the ad market as a whole in 2020.
