To start with, I quote the initial description of the article by Al Urbanski, Senior Editor: “Digital targeting becomes a must for mass marketers. More than 50% of consumers make shopping lists and download coupons to their mobile devices.”
Consumer Packaged Goods are the ones who are mostly advantaged by the mobile channel. According to the survey “Consumers exposed to mobile ads for CPG products showed a 75% increase in store visits over a control group of similar segments, and a 96% lift over the general population.”
Technology needs to be adapted to consumers in order to work the best way for them and their mobile shopping experience.
CPG is one of the fastest growing segments of mobile advertising,” Staas says. “The value proposition has changed for them with mobile.