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BizReport : Advertising archives : May 01, 2012

CPG Booster to help reach right audience, right time

A new release from Rocket Fuel could be the tool CPG brands are looking for. Called CPG Booster, it helps optimize ad efforts across the web - including mobile, social and video options - to improve sales, brand awareness and purchase intent.

by Kristina Knight

CPG Booster analyzes data points including past purchases, coupon download behaviors, psychographic, demographic and lifestyle among other categories.

"Almost more than any other category, CPG brands need robust tools to measure the impact of digital campaigns on offline sales, because most of their products are purchased in retail stores," said Richard Frankel, President of Rocket Fuel. "Rocket Fuel CPG Booster is the only digital advertising solution on the market that not only measures the online-offline impact of display, video, social, and mobile campaigns, but optimizes campaigns in real-time to reach in-market, intent-driven consumers at key product consideration points."

The tool works by first analyzing verified third party data points to identify audiences for the brand; campaigns are then optimized and targeted in real time. And, as it's part of Rocket Fuel's artificial intelligence it 'learns' in real time as well so campaign effectiveness increases. Rocket Fuel uses its own data store as well as information from third party providers to give brands a wealth of information from which to create and segment campaigns.

While most CPG purchases still occur in-store, more consumers are researching products online prior to a purchase. The ability to target ads to in-market consumers based on many data points can improve purchase intent and drive more revenue.

Tags: ad booster, advertising tools, CPG advertising, CPG Booster, online advertising, Rocket Fuel

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