Segmenting according to purchase behaviour enables FMCG advertisers to reach the people most likely to respond.

Increasing penetration is the most potent growth engine there is. Finding new shoppers has helped 9 in 10 Fast Moving Consumer Goods (FMCG) brands to grow, according to figures from Kantar’s Worldpanel division. Advertising is a highly effective way to expand the buyer base – and focusing on the audiences who will most directly drive sales will optimise the use of shrinking budgets. This can be done by segmenting people based on their real purchase behaviour, combined with data on how they consume advertising on TV and digital platforms.

This is known as shopper-based targeting – and there are multiple benefits of taking this approach to reach audiences.