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Purchase intent-based Mobile Advertising: Advertising at the Pulse of Grocery Planning

Consumer behaviour has changed significantly in the last year within a very short period of time. Lock-down and social distancing have made the organization of grocery shopping for consumers a real challenge and more necessary than ever. 

In 2020, FMCG and Retail advertisers also faced a new challenge. There was a lack of insight to develop strategies that take into account new behaviours in the purchase planning process of consumers and that can influence their buying decisions. 

After TV, print and online in some cases suffered massive declines in the first half of the year, ad spendings returned to normal in the second half of the year. Nevertheless, there have been changes in the advertising industry: Today, app-based formats in particular are among the winners of the first Corona year.

Bring analyzed: How do consumers shop today?

As the largest shopping list platform in Europe, Bring! made it significantly easier for millions of people to organize their shopping across households and in neighborhoods in the first year of the pandemic, allowing the Bring! app to expand its user base to over 2 million monthly users in the DACH market alone. Analyses of data from over 1.2 million anonymised shopping lists in the Bring! app last year confirmed that users went shopping less frequently than before, especially during the lockdown, while buying significantly more items overall. Thus, the careful planning of shopping became more important. Furthermore, user interviews and surveys have shown how consumers organise their shopping and which aspects have an essential influence on what finally ends up in their shopping baskets. Read the full results of the analysis in the Bring! Shopper Report.

Mobile advertising proved its value in times of crisis

The shopping list app thus offers brands in FMCG and retail an efficient mobile advertising platform with a broad variety of native advertising formats in the context of grocery planning, which directly target the consumer’s changing behavioral patterns at the moment of their purchase intent; and grocery planning tools therefore continue to gain importance also in the second year of the pandemic and score in any marketing mix:

"Mobile ads are quicker to implement and can be adapted more flexibly to rapidly changing situations. Coupled with reach and highly accurate analytics, they are also significantly more cost-effective," says Davide Falzone, Commercial Director at Bring! Labs. In March alone, we saw a 176 per cent increase in ad bookings compared to the previous six months. In the fourth quarter, the shopping planner app even recorded a threefold increase in ad bookings compared to the previous year. Read here about the latest FMCG success stories achieved with Bring! in the first Corona year.

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Hanna
Head of Markting & Communication
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