Mobile advertising firm Millennial Media has released the Mobile Intel Report: Consumer Goods, the newest in its Mobile Intel series, produced in association with comScore.

The report offers an insight into how consumers are engaging with FMCG (Fast-paced Consumer Goods)/CPG (Consumer Packaged Goods) brands on mobile, and the way the field is responding to the challenge of reaching their audience.

The report reveals that during the united kingdom, the FMCG vertical posted a 35 per cent average month-over-month growth at the Millennial Media platform in 2012. Food was the most important sub-vertical in FMCG within the UK, driving 32 per cent of advertiser spend on Millennial’s platform in 2012. This was followed by Cosmetics & Hygiene, with 26 per cent of advertiser spend in the FMCG vertical. UK campaigns utilised real-time location based marketing, store locators, post-click social media interaction and video creative, and 91 per cent of FMCG impressions within the UK came from smartphones.

Globally, at the Millennial platform, mobile ad spend inside the CPG vertical grew 235 per cent year-over-year between 2011 and 2012. Beverages was the pinnacle sub-vertical in CPG, accounting for 43 per cent of campaigns on Millennial’s platform. Cosmetics & Hygiene was second, followed by Food, Household Products and Pet Products.

On a world basis, brand awareness was the leading campaign goal for CPG advertisers, and was the most objective for 46 per cent of all campaigns. Millennial notes that this was significantly higher than its platform average, where brand awareness was the highest campaign goal for 14 per cent of total campaigns. Driving site traffic was the second one leading goal for CPG advertisers.

44 per cent of CPG campaigns on Millennial’s platform used mobile video (in comparison with 16 per cent of all campaigns), while 34 per cent utilized a post-click social media action. These helped drive the pinnacle CPG campaign goal of name awareness. 40 per cent of CPG campaigns utilized real-time, location-based targeting.

Females were much more likely than males to access CPG content on their phones, and the head age group for mobile CPG content was 25 – 34. This age group was also the foremost active demographic for mobile grocery shoppers. 82 per cent of CPG impressions on Millennial’s platform in 2012 came from smartphones, with 18 per cent came from tablets.