FMCG Brands Shift Media Strategies Toward CTV and Retail Media Channels
· 9h ago · Originally reported by Agency Reporter
Fast-moving consumer goods (FMCG) brands are restructuring their advertising strategies to focus more on connected TV (CTV) and retail media. This shift reflects changing consumer viewing habits and the growing influence of retail platforms in digital advertising.
Why it matters
As audiences move away from traditional TV and spend more time on digital platforms, brands are adapting their media investments to reach consumers where they are most engaged. Understanding these shifts is crucial for marketers aiming to maximize campaign effectiveness.
Explain it like I’m new here
It's like brands moving their ads from old TV to streaming and online shopping sites because that's where people are now.
Read the original at Agency Reporter
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Retail media
Retail media is advertising sold by retailers, on their own websites, apps and stores or elsewhere using their shopper data, letting brands reach customers close to the point of purchase.
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