The consumer packaged goods vertical continues to make a big impact in the mobile space, growing 245 percent year-over-year from 2011 to 2012, according to new research from Millennial Media.

The new report is part of the company?s Mobile Intel Series. The report contains data on a wide range of topics, including everything from how frequently CPG advertisers are using mobile to drive brand awareness, to the audiences most targeted by CPG campaigns.

?Over the years, the CPG industry has had a sustained focus on using mobile to drive brand awareness, and they have seen tremendous success,? Marcus Startzel, chief revenue officer at Millennial Media, Baltimore.

?In 2012, 46 percent of CPG campaigns focused on brand awareness, which was more than three times the overall average for our platform,? he said.

Mobile findings
According to Millennial, the audience most frequently targeted by consumers-packaged-goods buyers was termed ?foodies.?

This was followed by pet owners, parents, avid shoppers and household shoppers.

Moreover, 40 percent of consumer goods campaigns on Millennial?s platform in 2012 used real-time, location-based targeting.

Beverages was the top sub-vertical in consumer goods, and made up 43 percent of campaigns on Millennial?s platform.

Cosmetics and hygiene took second place, followed by food, household products and pet products.

The report also found that females were more likely than males to access consumer goods content on their phones.

Additionally, the top age group for mobile consumer goods content was 25-34 years old. This age group was also the most active demographic for mobile grocery shoppers.

Millennial also found that 82 percent of consumer goods impressions on its platform in 2012 came from smartphones, and 18 percent came from tablets.

This research shows that there is no doubt the consumer packaged goods space is growing.

And it comes to no surprise that by incorporating location into the mix, marketers are seeing success.

?CPG advertisers have recognized the unique opportunity in mobile to target specific consumer audiences,? Mr. Startzel said.

?Whether this is foodies, household shoppers or pet owners, we?re seeing marketers implement audience-targeting strategies that help ensure the ads are reaching the right consumers for their brand,? he said.

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York