News

Shopper marketing is the fastest-growing medium for retailers

September 26, 2007

Advertising Age: The fastest-growing medium isn't the Internet, but shopper marketing, where retailers and package-goods marketers are shifting hundreds of millions of dollars — doubling their expenditure in the past three years alone.

A new study finds shopper marketing has grown from three percent of the overall marketing budgets of the 19 package-goods manufacturers surveyed in 2004 to six percent this year. The manufacturers expect it to reach eight percent of marketing budgets by 2010. That puts the compound annual growth rate for their shopper-marketing spending at 21 percent, faster even than spending on internet advertising (rising 15 percent annually) and far faster than the two percent growth projected for spending on such traditional media as TV, print and radio.

Read more