Programmatic Advertising: Unlocking Hyper-Targeted Campaigns in FMCG.
By Akshata Shailendra Singh
In today’s digital landscape, fast-moving consumer goods (FMCG) companies are navigating increasingly competitive markets where audience engagement and personalisation are no longer optional but essential. The introduction of programmatic advertising has revolutionised the marketing efforts of FMCG brands, offering precision, scalability, and efficiency in ad delivery. This technology is at the forefront of unlocking hyper-targeted campaigns, allowing FMCG brands to reach the right consumer at the right time and message across various digital platforms.
The global programmatic advertising market is growing at an unprecedented rate. As of 2023, it was valued at over $200 billion and is expected to expand at a compound annual growth rate (CAGR) of 31.6% from 2024 to 2028. This growth is driven by the promise of data-driven targeting, real-time bidding, and AI-powered campaign optimisation that minimises waste and maximises impact. For FMCG brands, which are traditionally dependent on mass-market appeal and quick product turnover, programmatic advertising presents a powerful opportunity to refine their approach and engage more meaningfully with consumers.
