Consumer goods advertisers primarily use mobile advertising for brand awareness rather than driving site traffic or increased footfall in-store, according to new research from Millennial Media.

Almost half (46%) of consumer goods advertisers stated that their main campaign goal was brand awareness compared to an overall average of 14% among all industries.

Site traffic (29%) and ‘sustained in-market presence’ (11%) were the second and third most-common campaign goals for consumer goods companies, while just 5% aimed to increase foot traffic.

Much of what we do on mobile devices is location-based and a recent study found that 43% of Google searches have local intent, so it’s interesting to note that relatively few mobile advertising dollars are spent with the aim of luring customers in-store.

However the report also states that in 2012 40% of consumer goods campaign spend on the Millennial Media platform was attributed to at least one of the many forms of real-time location-based targeting.

This included rich media location-aware banners that use a device’s GPS to show nearby store locations where a product could be purchased. An unnamed beer brand used this technology to show users the closest bar that sold their beer.

The findings come from Millennial Media’s new Mobile Insights report that looks at how consumer goods companies are using mobile advertising.

It compares the post-click actions of consumer goods companies to all other advertisers, revealing that on average consumer goods advertisers are far more likely to use video (44% vs. 16%) and social media (34% vs. 18%).

They are also apparently far less inclined to use mobile advertising to drive app downloads (15% vs. 37%).

The types of brands investing in mobile

The report also looks at the type of consumer goods companies that are currently investing in mobile advertising, though of course it only relates to data from the Millennial Media platform.

Six different sub-categories contributed to the overall total, with beverages making up the lion’s share (43%) followed by cosmetics/hygiene (28%) and food brands (14%).

The authors note that household product brands maintained their mobile spend throughout the year, but adjusted their messaging to target different seasonal home needs. 

Similarly the amount spent by alcoholic beverage brands increased slightly in the third and fourth quarter of 2012, possibly attributed to multiple sports seasons and the holidays during these months.

The data in this report is taken from Millennial Media’s global platform observations across thousands of mobile ad campaigns.