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1、1Preparing to win the battle for Algorithmic Availability 2025 Carat|all rights reservedPioneer New Ways to Find Growth Audiences Carat has been a pioneer in the media industry for 60 years,helping the worlds most iconic CPG brands to grow.At every inflection point in the media landscape,we backed t

2、he craft of communications planning to make a transformative impact on brands top and bottom lines.As media changes again,Carat leads CPG brands into the Algorithmic Era.2Pioneer New Ways to Find Growth Audiences Mass targeting may be cost-effective,but is it the best strategy?Is my audience segment

3、ation good enough?Which segment will drive the next phase of growth?Should I really spend that much connecting with people who reject my brand?Does targeting even matter anymore when algorithms seem to run the show?At Carat,we know these questions are top of mind for CPG marketers when planning medi

4、a campaigns.We think about them,too.A lot.We think about them so much that we have radically transformed how we look into audiences,pioneering a new way to find growth opportunities.In the next pages,we will introduce you to Growth Mapping,a unique audience approach already adopted by leading CPG br

5、ands that places commercial growth at its heart.We will cover how it works,why it makes the most of your media investment,and how to get started today.Pioneer New Ways to Find Growth Audiences Pioneer New Ways to Find Growth Audiences 3ConsiderationChallenging the media orthodoxy in the CPG industry

6、For decades,the CPG industry has relied on mass reach and personalization at scale as key growth drivers.The belief that broader exposure leads to higher impact has shaped strategies centered on wide distribution,high-frequency media,and category penetration.Influenced by thinkers like Byron Sharp,b

7、rands have prioritized mental and physical availability to ensure consumers frequently encounter their brand.This has led to major investments in national advertising,retailer partnerships,and omnichannel presence.In todays digital landscape,as brands increasingly use algorithms for budget optimizat

8、ion and automated content,major digital platforms continue to promote mass targeting as the most effective approach.Claims that targeting is dead are misleading and factually wrong.While broad targeting has its place,more specific audience strategies remain crucial to avoid overreliance on one-size-

9、fits-all,autopilot solutions.Recent studies have documented the declining effectiveness of mass reach advertising.The World Federation of Advertisers has found that 37%of marketers believe awareness-building activities have become less effective over the past five years due to ad clutter,avoidance,r

10、educed reach,and declining trust.1 McKinsey has also reported that mass advertising struggles due to fragmented media consumption,reduced trust,and multitasking consumers,leading to weaker impact.2At Carat,we advocate for a shift from broad reach to custom reach.Growth today is not just about scale,

11、it is about connecting with audiences and communities who genuinely care.Instead of chasing broad visibility,CPG brands must focus on building deep relationships within passion-driven communities.This means moving beyond traditional targeting to identify key moments in consumers lives when brand mes

12、sages will have the greatest impact.This doesnt mean reaching fewer people,it means being more relevant to more people.To achieve this,we have developed Growth Mapping,a unique data-driven methodology that balances scale and relevance.By moving beyond basic demographic segmentation,Growth Mapping he

13、lps CPG brands drive both short-term gains and long-term consumer loyalty.Pioneer New Ways to Find Growth Audiences 4ContextOutdated segmentation models restrict CPG growthByron Sharps How Brands Grow made reach the foundation of brand success.3 While his principles remain valuable in 2025,they were

14、 developed in a simpler time:between 2012 and 2024,global MarTech solutions increased by 3,000%,4 while marketing budgets as a percentage of revenue dropped by 24.8%.5Consumers now see more than 5,000 ads daily,6 making differentiation more important than ever.But instead of standing out,brands are

15、blending in.Global marketing pushes the same aesthetics,slogans,and lifestyles everywhere,engineering trends that erase local uniqueness.This pattern even affects music,with studies showing lyrics have become simpler and less varied over time.7Simultaneously,advances in technology and the proliferat

16、ion of media channels have fragmented audiences,who now expect more personalized,meaningful experiences.Mark Ritsons emphasis on segmentation,targeting,and differentiation(in conjunction with distinctiveness)8 has offered a balanced approach to Sharps reach-first model.Together,their ideas suggest b

17、rands must evolve their strategies,blending broad exposure with targeted relevance for long-term success.Pioneer New Ways to Find Growth Audiences 5Yet,despite advancements in audience segmentation,many brands still rely on outdated methods,such as demographic segmentation and attitudes toward a cat

18、egory.Traditional demographic segmentation assumes that people born in the same decade share similar attitudes and buying behaviors but people within the same generation are not homogenous.King Charles and Ozzy Osbourne may both be British,white males,born in 1948,wealthy,and famous,but their lifest

19、yles,values,and buying habits are completely different.This classic example is not a mere anecdote;research has demonstrated the wide disparities within generations.By building attitudinal segmentations for Gen Z and Baby Boomers,Carat audience insights specialists have noticed that some Gen Z tribe

20、s were much more alike to Baby Boomer tribes than to other Gen Z tribes,and vice versa.9 Many brands also segment audiences based on attitudes toward a category.This approach ignores that people within each segment are not necessarily homogeneous in relation to a specific brand.Some may love the bra

21、nd,some are unaware of it,others would never buy from it,and some dont even shop in the category.Overlooking these intra-segment differences can lead to inefficient planning,media wastage and ultimately,subpar campaign performance.It is clear these two approaches traditional segmentation and attitud

22、inal segmentation-leave opportunities on the table,and this is exactly where Growth Mapping can help.ContextGen Z Tribe:Carpe DM-ers are much more alike Baby Boomer Tribe:Established Culturals,than to Gen Z Tribe:The ShakersTRADITIONAL AND INTROVERTEDADVENTUROUSBaby Boomer Tribe:Established Cultural

23、sBaby Boomer Tribe:Cautious SpendersGen Z Tribe:The Carpe DM-ers Gen Z Tribe:The ShakersPioneer New Ways to Find Growth Audiences 6From-toStatic models to Growth MappingIn an era when many proclaim the death of targeting,we reaffirm that targeting is not only relevant,but necessary to succeed.Yet,ta

24、rgeting needs a fundamental shift:bringing commercial opportunities at to the core of audience planning.Growth Mapping prioritizes audiences that present the strongest commercial gains.This new segmentation approach is more than understanding who audiences are,what they believe in,the communities th

25、ey are part of their attitudes and their passions.It also focuses on the people who are most likely to convert,those with the highest propensity to buy the brand.How does it work?Growth Mapping employs a sophisticated scoring system that ranks audiences into six distinct cohorts:high propensity,medi

26、um propensity,low propensity,unaware,rejectors,and non-category users.By ranking the total population on their probability to convert,Growth Mapping clearly establishes the real opportunity the brand has within each audience providing CPG marketers with a decision framework to focus efforts strategi

27、cally.Depending on objectives and available resources,we may then decide to only focus on high-and medium-propensity cohorts to sustain and increase market share.This maximizes media ROI by directing spending towards those most likely to engage with our brand,rather than wasting resources on those w

28、ho wont.In other occasions,we may design specific messages for lower-propensity cohorts to address barriers and nurture future loyalty.By pursuing custom reach,CPG marketers can balance immediate performance with long-term brand building,ensuring their efforts and media investment resonate where the

29、y matter most.Segments built on attitudes toward a category can be widely different in terms of brand affinity and intention to buyHigh PropensityMedium PropensityLow PropensityNot AwareRejectorsNot in Category2.5m8.5m12.5m8m10.5m10.5mNUMBER OF PEOPLECOHORTPioneer New Ways to Find Growth Audiences 7

30、From-toUltimately,Growth Mapping prioritizes the audiences most likely to drive commercial outcomes first,but it doesnt limit your reach it gives you the flexibility to scale by adding more layers when budget and strategy allow.This approach ensures your investment works harder by starting with the

31、highest growth opportunities,then expanding smartly to maximize both scale,relevance and results.And while Carats Growth Mapping has been designed as a standalone audience approach,it can also be overlayed on top of an attitudinal segmentation to drive incremental efficiencies.Growth mapping in acti

32、on Leading CPG brands are already using Carats Growth Mapping,improving key media metrics and driving consideration more effectively by going after High/Medium propensity cohorts.By removing Rejectors and those not in the category,they experience up to 30%increases in audience efficiency.CPG BRAND B

33、 ON TIKTOK9%higher VTR86%higher time on site19%lower bounce rateCPG BRAND A ON META17%higher CTR22%lower CPE57%lower CPLCPioneer New Ways to Find Growth Audiences 8ImplicationsMaking the most of Growth MappingAs Growth Mapping represents a transformative approach for brands to better connect with au

34、diences,some cross-disciplinary implications must be considered:1.Organizational alignment:Cross-functional collaboration becomes essential.Marketing,data analytics,and creative teams must work in close partnership to implement Growth Mapping effectively.Investment in advanced training and technolog

35、y is necessary to unlock the full potential of audience insights and flexible targeting.After years of operating under the one-size-fits-all audience approach,CPG marketers must learn to feel comfortable with feeling uncomfortable.Feel comfortable breaking free from traditional limitations.2.Operati

36、onal shifts Media planning must move away from static demographic targeting toward flexible,data-driven strategies that evolve with consumer behavior and campaign goals.Platforms and algorithms should be optimized to deliver personalized messaging at scale,without compromising efficiency.3.Brand-bui

37、lding strategies:Audience strategies are needed more than ever.Performance,low funnel campaigns require going after the High Propensity cohort,whereas mid-funnel campaigns necessitate the inclusion of the Medium Propensity cohort.To address specific brand misconceptions,the Low Propensity cohort and

38、 potentially Rejectors must be considered as well.CPG brands must strike a delicate balance between short-term sales activation and long-term equity building,deciding whether to go after the lowest hanging fruit(for short-term sales)or whether to run long-term brand-building campaigns.Mass personali

39、zation and one-size-fits-all creative isnt the way forward,while creating myriads of creatives can create hurdles.CPG brands must sufficiently tailor messages to the needs of the different propensity cohorts,not necessarily with a completely different creative,but with a different message on the dig

40、ital copy.4.Measurement and feedback loops:Continuous monitoring and refinement are critical.Tools such as PCA analyses and uplift studies can provide actionable insights into audience shifts and campaign performance.Success metrics should extend beyond reach to include relevance,engagement,and conv

41、ersion efficiency,offering a holistic view of impact.KPI framework adapted to the nature of each Growth Mapping segment(e.g.,High Propensity is about conversion,Low Propensity is about shifting the needle in key brand perceptions).Pioneer New Ways to Find Growth Audiences 9ActionsGetting started wit

42、h Growth Mapping todayBy following these steps,brands can get started with Growth Mapping today,and shift from being just another voice in the crowded marketplace to becoming a trusted,relevant presence in their consumers lives.1.Build your first growth maps Identify and score audience cohorts based

43、 on their propensity and relevance.Develop a roadmap for audience prioritization that aligns with both short-and long-term objectives.2.Invest in technology and data to scale Make the most of available advanced tools which merge interest graphs with propensity scoring,to create a dynamic,comprehensi

44、ve view of the audience universe.Use the breadth of your data and partnerships to dig deeper into each Growth Mapping cohorts passions,moments,and communities to better understand where to find them and how to best talk to them.Use this information to train algorithms to pinpoint and engage high-val

45、ue audiences at scale,optimizing media spend for maximum efficiency.3.Tailor messaging CPG brands rarely develop messages for all six Growth Mapping cohorts;most of the time it will be for two or three.Leverage insights on your priority cohorts to create tailored messages that respond to their uniqu

46、e needs,barriers and motivations.Employ A/B testing and feedback mechanisms to refine messaging and improve resonance.4.Experiment and scale:Pilot Growth Mapping in select campaigns or markets,analyzing results to refine the approach.Scale successful strategies across broader campaigns,ensuring cons

47、istency and adaptability.By following these steps,a brand can shift from being just another voice in the crowded marketplace to becoming a trusted,relevant presence in their consumers lives.As such,Growth Mapping represents a transformative approach for brands to better connect with audiences.Pionee

48、r New Ways to Find Growth Audiences 10As we have seen,in todays marketing landscape,the traditional methods of broad reach and static attitudinal segmentation are no longer sufficient for CPG brands,who must adopt innovative strategies to remain relevant and grow.By understanding the deep-seated mot

49、ivations,aspirations,and barriers that shape consumption patterns,CPG brands can get closer to the audiences who are most likely to convert and thereby make their media strategies more efficient.When rich,real-world human insights power algorithms,the benefit on media strategies goes beyond mere aut

50、omation to create a cycle of relevance,resonance,and results.Through Carats Growth Mapping and the principles of custom reach,CPG brands can unlock whole new levels of efficiency and impact today,while building a foundation for long-term growth.ConclusionIn the next instalment of our CPG Marketing a

51、t the Algorithmic Crossroads(read here)content series,we will discuss Consideration#3 Create Equal Opportunities Across All Touchpoints.This deep dive will explore how in the Algorithmic Era,the lines between shopper and brand marketing have blurred with algorithmically and AI driven platforms,like

52、Google Shopping,Amazons Rufus,and Walmarts TikTok content transforming consumer interactions with CPG brands.CPG marketers must take a holistic approach to understanding how cultural and commercial touchpoints work together to drive value for the brands they are promoting,rather than relying on isol

53、ated retail media investments.11Preparing to win the battle for Algorithmic AvailabilityThis report is protected by copyright and all rights are reserved.This report,either in whole or part,may not be reproduced,transmitted whether by photocopying or storing in any medium of electronic means,without

54、 the written permission of the copyright owner.Every precaution has been taken to ensure the contents of this report are accurate at the time of publication,but dentsu does not guarantee nor can be held liable for its accuracy.This report has been produced to give dentsus view and should not be reli

55、ed upon or taken as giving advice.Copyright Carat 2025Carat was the worlds first ever media agency and now has more than 10,000 experts,operating across 190+offices in 135+countries.Carat delivers an unparalleled capability to unlock real human understanding,connecting people and brands by designing

56、 powerful and engaging media experiences.Carat is a dentsu company and is privileged to work with some of the most storied and innovative brands in the world.Designing For P CONTACTFor media inquiries about this report,please contact:CreditsWith thanks to contributors:James Banks,Simon Bielby,Jack C

57、antwell,Jeff Cott,Michael Galenianos,Frank Jansen,Rene Jellitsch,Hamish Kinniburgh,Rachel Leaver,Lucy McKillop,Bram Meuleman,Maro Mouameletzi,Andre van Niekerk,Phil Price,Polly Roberts,Heli Ruotsalainen,and Katie RussellPioneer New Ways to Find Growth Audiences 121.WFA,(2019)2.McKinsey,Boosting retu

58、rns on marketing investment 3.Sharp,B.(2010),“How Brands Grow:What Marketers Dont Know”4.Chief MarTec(2024)5.Gartner(2024)6.Attention Economy,dentsu(2020)7.Parada-Cabaleiro,E.,Mayerl,M.,Brandl,S.et al.Song lyrics have become simpler and more repetitive over the last five decades.Sci Rep 14,5531(2024

59、)8.Mark Ritson,Mini MBA9.Merkury Panel 2023References13Pioneer New Ways to Find Growth Audiences 2025 Carat|all rights reservedPioneer New Ways to Find Growth AudiencesCarat has been a pioneer in the media industry for 60 years,helping the worlds most iconic CPG brands to grow.At every inflection point in the media landscape,we backed the craft of communications planning to make a transformative impact on brands top and bottom lines.As media changes again,Carat leads CPG brands into the Algorithmic Era.