By Jay Prasad
Special to RBR+TVBR
Since Procter & Gamble Co. first defined the soap opera, consumer packaged goods (CPGs) have reigned as the biggest spenders in TV advertising. However, diversification of product offerings over time has led to a move away from mass media campaigns.
Against growing competition with e-commerce, direct-to-consumer (DTC) and big tech, CPGs are focusing on data-driven targeting and measurement to combat fragmentation across the TV ecosystem.
CPG’s unique success during the pandemic pushes this evolution to the forefront.