Reaching the Moveable Middle
How CPG Advertisers Can Identify Target Audiences to Drive ROAS
Understanding target audiences has long proved difficult for consumer-packaged goods (CPG) marketers. And it makes sense: CPG products are often sold to retailers, not directly to consumers. This reality has made CPG marketers rely on tactics that often end up in wasted ad dollars — an unfortunate result, whether the economy is roaring or rocky.
The good news is that there is a better way for CPG marketers to understand just who buys their products — and drive ROAS.
In our latest guide, Reaching the Moveable Middle: How CPG Advertisers Can Identify Target Audiences to Drive ROAS, we've partnered with Circana (formerly IRI + NPD) and noted researcher Joel Rubinson to explore CPG audience targeting and share:
Who the Moveable Middle Audience segment is
Why marketers should target the Moveable Middle to drive ROAS (Return on Ad Spend)
How advertisers can leverage Circana’s integration within Viant’s DSP to reach the Moveable Middle
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