Conference Recap: #iabfmcg (IAB Fast Moving Consumer Goods Conference)

Olly Smith, Unruly's Commercial Director, attended the IAB's FMCG Conference last week. The event explored how to reach the consumer at the right time and how to build a brand in the online space. Highlights from the event are below:

IAB: Tim Elkington, Director Strategy and Research

• Consumer goods' investment in online display is increasing fast
• Currently 13.5% of display market (up 5% in share since 2008)

Tribal Fusion: Michael Pearmain, UK Insights Manager

• Understanding FMCG audience is key- the actual people to reach and sell to are not always the customers at the point of sale
• Who are your actual competitors? e.g. with teenagers it's a "share of wallet" to shoot for, not necessarily direct category competitors

Microsoft:

• Interesting look at how mothers use online during their average day
• Key is to add value when marketing to them and proactively find them (because they won't find your brand on their own - they don't have the time)

Unanimis: Will King

• Average time spent on smart phone each day is 77mins (they are replacing laptops and PC's for web browsing)
• On mobile 1 hour between search and purchase Vs online 1 month between search and purchase

Specific Media:

• Partnering with Experian to develop audience insights
• Recent case study showed that when you run video with standard display, it led to a 46% drop in client CPA

Weapon7:

• Natural sweets case study
• Simple executions drive maximum engagements

Grapple:

• Case study on the importance of simplicity when it comes to branded apps

EA:

• Talking about in game advertising the PS3 console as a great engagement platform (PS3 has 4m UU's in the UK)