A new trend in on line advertising in FMCG has seen an increase in spending in this innovative advertising platform.
The Internet Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC) reported that FMCG brands now make up 11.8% of UK on line spending and increase of 2.6% from the previous year. With a total on line revenue of around two billion pounds this is a significant increase, especially in a market place weakened by the down turn in the economy.
FMCG on line spending is now only surpassed by the media and entertainment industry which accounts for 14.4 % of the total.
Guy Phillipson, chief executive of the International Advertising Board, said: “FMCG brands have taken time to understand the evolution of online advertising, but they are now engaging with the relevant platforms.
Randall Rothenberg, President and CEO, IAB agreed,
“Consumers’ appetite for immersive online experiences is limitless as technological innovation and creativity give rise to new forms of entertainment and information in the digital age. This report highlights marketers’ on-going adoption of interactive media to build brands—and that’s only going to continue.”
On line Success Stories
Love it or Hate It
Brands enjoying particular success on line include the Marmite brand has seen a particularly successful on line campaign, which included spoof electioneering and facebook campaigns and testing of its new products. The brand has veered away from traditional advertising in an attempt to appeal to a new audience of consumers.
Rainy Days
Walkers have also enjoyed huge success, albeit at a cost, with their on line predict the rain games. The impact of the internet games, where consumers could win ten pounds by predicting rain in an area on a specific date may have been underestimated. The daily Mail reported that the company was geared up to spend a cool million pound in prizes when the rainfall was unusually high.
Fallen Angels
Lynx are also launching an innovative iAd campaign, created by marketing company BBH. Based on the concept that the Lynx fragrance is so good that female will angels fall from the sky for it, the campaign will allow iPhone and iPod Touch users to watch the new ad, download the theme tune from iTunes, and save special Lynx angel wallpaper.
Unilever believe that the iAd platform will be an innovative way to the best way to reach its target audience.
