Roads leading to shopping (billboards next to the road)

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Pavel Kuznetsov, Director of Business Development at Ingate Group , explains which advertising channels will be most effective if you sell FMCG offline and online, and also shows ready-made charts, statistics, and gives recommendations that you can put into practice.

Why do manufacturers need statistics on retail consumers?
Despite the coexistence of online and offline audiences in retail, it is essential to understand their features and differences. After all, this will determine which channels you will use to promote the product (see graphs 1 and 2 below). Statistics on retail consumers will also allow you to wisely distribute budgets and launch effective advertising channels.

The marketing channels you choose are the arteries of your business, responsible for connecting your offerings to your target audience. Just as a healthy circulatory system is vital to the well-being of the body, the right channels are paramount to the success of your business. They determine how customers find you, interact with you, and ultimately buy your products.

Which advertising has more impact on online and offline retail consumers
Here we will look at the top 5 advertising channels that will be effective for two categories of consumers.


Effective Advertising in FMCG: TOP Advertising Channels to Increase Sales of Consumer Goods - Image 4
Graph 1

Effective Advertising in FMCG: TOP Advertising belize telegram data Channels to Increase Sales of Consumer Goods - Image 5
Schedule 2

The leaders in visibility among online and offline audiences are billboards along the roads. In the last couple of years, outdoor advertising has been one of the fastest growing segments of the advertising market due to the active digitalization of surfaces and the expansion of available inventory. You no longer need to print and edit: just make a short video, put together a program, and you will appear on the air within a day.

There are about 370,000 active billboards in Russia, and about 15,000 new ones appear every year;

Billboards make up 66% of the outdoor advertising market;

Almost 26% of consumers visited a store after seeing outdoor advertising;