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Reaching the Moveable Middle

How CPG Advertisers Can Identify Target Audiences to Drive ROAS

MAY 2023   ■   WHITE PAPERS

Reaching the Moveable Middle White Paper - Featured Image

Understanding target audiences has long proved difficult for consumer-packaged goods (CPG) marketers. And it makes sense: CPG products are often sold to retailers, not directly to consumers. This reality has made CPG marketers rely on tactics that often end up in wasted ad dollars — an unfortunate result, whether the economy is roaring or rocky.

The good news is that there is a better way for CPG marketers to understand just who buys their products — and drive ROAS.

In our latest guide, Reaching the Moveable Middle: How CPG Advertisers Can Identify Target Audiences to Drive ROAS, we've partnered with Circana (formerly IRI + NPD) and noted researcher Joel Rubinson to explore CPG audience targeting and share:

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Who the Moveable Middle Audience segment is

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Why marketers should target the Moveable Middle to drive ROAS (Return on Ad Spend)

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How advertisers can leverage Circana’s integration within Viant’s DSP to reach the Moveable Middle

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