It looks like 2010 is shaping up to be a banner year (bad pun, sorry) for digital ad spending by the Consumer Packaged Goods industry.
According to an Adversiting Age article this week (article here), digital CPG spending has seen a big upswing in the back half of 2009, with at least one agency claiming “a hockey stick of growth in CPG.” Interestingly, most of this growth isn’t coming in measured media like online display ads. Instead, the growth is happening in things like social media projects, digital POP, mobile, and eCommerce initiatives.
And herein lies the huge question for 2010 and beyond: As CPG tries to scale its digital advertising, will the industry find enough high quality places to put those ad dollars?
In my view, eCommerce will be a lynchpin to these efforts. If CPG brands use eCommerce as a tool to energize their websites with real consumers, those sites can serve as a centralized collection point for a host of diverse online campaigns. As always, I’d love to hear your thoughts as well.