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Digital Media

Digital Media That Moves Product Off Shelves

Most digital agencies optimize for clicks. We optimize for sell-through.

For over 50 years, HANGAR12 has been in the business of building challenger brands in CPG, the kind that go head-to-head with category leaders and win shelf space, basket share, and consumer loyalty. Our digital media practice exists for one reason: to connect the dots between online impressions and in-store (or in-cart) performance.

We're not a generalist shop that "also does CPG." Digital media for food brands, beverage brands, and consumer packaged goods is all we do. Every campaign we build is informed by ConsumerFirst®, our proprietary methodology that starts with real purchase behavior and works backward to media strategy. The result? Media plans that don't just look good in a dashboard — they move units.

If you're a challenger brand ready to punch above your weight in digital, you're in the right place.

Let's talk about your media plan →

Programmatic Display: Precision at Scale

Programmatic media buying has fundamentally changed how CPG brands reach shoppers and we were early to the table. At HANGAR12, programmatic advertising for CPG isn't about blasting impressions across the open web and hoping something sticks. It's about using first-party data, retailer audiences, and purchase-based targeting to reach the consumers most likely to pick your product off the shelf.

How We Do Programmatic Differently

• Retailer-Informed Audiences. We build programmatic segments using purchase data from retail media networks, loyalty programs, and syndicated sources. That means we're targeting based on what people buy, not just what they browse.
• Full-Funnel Activation. From awareness-level contextual placements on recipe and lifestyle sites to retargeting lapsed buyers with dynamic creative — we architect programmatic campaigns that map to the entire purchase journey.
• Brand Safety Without Compromise. CPG brands live and die by trust. Our programmatic buys run through curated PMPs and verified inventory with rigorous brand safety protocols. Your cereal brand won't end up next to content that makes your retail buyer flinch.
• Real-Time Optimization. We don't "set it and forget it." Our team monitors campaign performance daily, shifting spend toward placements, audiences, and creatives that drive the strongest lift in awareness, consideration, and ultimately velocity.

Every programmatic dollar we spend ties back to a business objective rooted in our ConsumerFirst® approach. We know who your target shopper is before a single bid is placed, because we've already done the work to understand their purchase triggers, category behavior, and media habits.

Where Programmatic Fits in the CPG Playbook

Programmatic display is particularly powerful when paired with shopper marketing activations. Imagine running a digital coupon campaign at a key retailer while simultaneously serving programmatic display ads to that retailer's loyalty audience — reinforcing the offer, driving awareness, and accelerating redemption. That's the kind of integrated thinking that separates a CPG digital advertising agency from a media vendor.

Paid Search & PPC: Capturing Demand at the Moment of Intent

When a shopper types "best organic pasta sauce" into Google, that's not idle curiosity. That's purchase intent. And if your brand isn't showing up, your competitor is.

As a Google Partner agency, HANGAR12 brings certified expertise and direct platform support to every paid search engagement. But the badge isn't the point. The point is what we do with it. We build CPG paid search campaigns that capture high-intent demand and convert it into trial, awareness, and retail traffic.

Our Paid Search Approach for CPG

• Category & Brand Defense. We protect your branded terms while aggressively targeting category keywords that signal purchase intent — "gluten-free snacks," "keto-friendly protein bars," "natural baby food near me."
• Retailer-Directed Search. For CPG brands, the conversion often isn't on your DTC site — it's at Kroger, Walmart, or Target. We build paid search campaigns that drive traffic to where your product actually sells, including retailer product pages and store locator results.
• Seasonal & Promotional Alignment. Launching a new flavor? Running a BOGO at a national chain? We align paid search spend with your promotional calendar so you're capturing demand precisely when your offers are live in-store.
• Shopping & Local Campaigns. For brands with DTC or e-commerce presence, we manage Google Shopping, Performance Max, and local inventory ads that put your product in front of ready-to-buy consumers.

Paid search for CPG is a different animal than paid search for SaaS or e-commerce. The path to purchase is longer, the retail layer adds complexity, and the measurement requires more nuance. That's why working with a CPG paid search agency — not a generalist — matters.

See how ConsumerFirst® informs our strategy →

Video Advertising: Tell Your Brand Story Where Attention Lives

Consumers spend more time watching digital video than ever and for food and beverage brands, video is the closest thing to an in-store demo you can get online. The sizzle of a steak, the crack of a chip, the pour of a craft beer, video communicates sensory experience in ways static ads simply can't.

Our Video Capabilities

• YouTube & Connected TV (CTV). We plan and buy across YouTube (pre-roll, bumpers, in-feed) and CTV platforms (Hulu, Roku, Peacock, Amazon Fire) to reach cord-cutters and streaming-first households.
• Social Video. Short-form video on Meta (Reels), TikTok, and Pinterest drives discovery for CPG brands — especially among younger demographics entering new purchase categories.
• Shoppable Video. Where platforms support it, we activate shoppable video formats that let viewers add-to-cart or find a store without leaving the content experience.
• Creative Strategy. We don't just place video — we help shape it. Our team advises on cut-downs, format optimization, and creative versioning to ensure your :06, :15, and :30 assets are built for the platform, not just repurposed from a TV spot.

Video + Retail: The Power Play

The real magic happens when video advertising is synchronized with retail activity. Running a CTV campaign during a key retailer's promotional window? That's how you drive incremental lift. We've seen it work — and we build media plans around it because our brand strategy practice ensures the message, the timing, and the retail execution are all pulling in the same direction.

Email Marketing: The Owned Channel That Keeps Delivering

In a world of rising media costs and shifting algorithms, your email list is one of the few assets you truly own. For CPG brands, email is the direct line to your most engaged consumers, the ones who opted in because they love your product.

What CPG Email Marketing Looks Like With HANGAR12

• List Growth & Segmentation. We help brands build email lists through sweepstakes, sampling programs, and on-pack activations — then segment those lists by purchase behavior, geography, and engagement level.
• Campaign Development. From new product launches to seasonal recipe content to coupon distribution, we develop email campaigns that give consumers a reason to open, click, and buy.
• Automation & Lifecycle. Welcome series, re-engagement flows, post-purchase sequences — we build automated journeys that nurture brand loyalty without requiring your team to hit "send" every week.
• Retailer-Specific Messaging. One of the most underused tactics in CPG email: sending retailer-specific offers to subscribers based on their preferred shopping destination. "Your favorite granola is on sale this week at Publix" is infinitely more compelling than a generic brand message.

Email also serves as a critical feedback loop for ConsumerFirst®. Engagement data from email campaigns — open rates, click patterns, offer redemption — feeds directly into our understanding of your consumer, sharpening every other channel in the mix.

Ready to build a smarter media plan? Let's connect →

Content Marketing: Earn Attention, Build Authority

Paid media gets you in front of consumers. Content marketing earns their trust. For CPG brands, especially challenger brands fighting for consideration in crowded categories, content is how you establish authority, rank organically, and give shoppers a reason to choose you over the legacy brand.

Our Content Marketing Services

• SEO-Driven Content Strategy. We identify the search queries your target consumers are asking — "Is oat milk better than almond milk?" "Easy weeknight dinner recipes" "Best snacks for kids' lunches" — and create content that answers them while positioning your brand as the solution.
• Recipe & Usage Content. For food and beverage brands, recipe content is the ultimate utility play. It drives organic traffic, increases time on site, and (most importantly) shows shoppers how to use your product — which directly supports trial and repeat purchase.
• Blog & Editorial. Our content team produces blog posts, articles, and guides that live on your brand site and work as long-term organic assets. Check out our own blog for a taste of how we think about content in the CPG space.
• Social Content. We develop social content calendars and assets that maintain brand presence across platforms — with a focus on the channels where your consumers actually spend time.

Content marketing isn't a vanity play. When done right for CPG, it drives organic search rankings for category terms, supports retail sell-in conversations ("Look at the demand we're generating online"), and builds the kind of brand equity that makes your next line extension launch easier.

Measurement & Analytics: Prove It or Lose It

In CPG, "we got a lot of impressions" isn't a media recap, it's an excuse. Brands need to know whether digital media is driving the metrics that matter: household penetration, trial, repeat rate, and velocity at retail.

How We Measure What Matters

• Sales Lift Studies. We partner with leading measurement providers to run matched-market and exposed-vs-control studies that isolate the incremental sales impact of digital media.
• Multi-Touch Attribution. For brands running across multiple digital channels, we implement attribution models that show how each touchpoint contributes to conversion whether that conversion is an online purchase, a coupon clip, or a store visit.
• Retail Data Integration. Where retailer relationships allow, we integrate POS and syndicated data (IRI/Circana, Nielsen) into our reporting to connect digital media spend to actual shelf movement.
• Custom Dashboards. We build real-time dashboards that give your team visibility into the metrics you care about — not 47 vanity metrics, but the 5-7 KPIs that tell you whether the investment is working.
• ConsumerFirst® Feedback Loop. Every campaign we run generates data that feeds back into our ConsumerFirst® methodology. Audience performance, creative engagement, conversion patterns, all of it sharpens our understanding of your consumer and makes the next campaign smarter than the last.

We believe measurement isn't a phase of a campaign, it's the foundation. If we can't tie digital activity back to business outcomes, we redesign the plan until we can.

Why HANGAR12 for CPG Digital Media?

There are thousands of digital agencies. There are very few that understand what it takes to move a challenger CPG brand forward. Here's what makes us different:

• 50 Years in CPG. Three generations of the Keating family have built this agency around one industry. We speak the language — velocities, ACV, trade spend, retailer scorecards. You won't have to educate us.
• ConsumerFirst® Methodology. Every media plan starts with consumer insight, not media inventory. Our proprietary approach ensures your dollars reach the people most likely to buy — and buy again.
• Google Partner Certified. Direct access to Google's tools, training, and support means your paid search and YouTube campaigns benefit from platform-level expertise.
• Integrated With Shopper Marketing. Digital media doesn't live in a vacuum. Our shopper marketing practice ensures that what happens online connects seamlessly to what happens at retail.
• Built for Challengers. We work with brands that have big ambitions and smart (not unlimited) budgets. Every dollar is accountable.
• Remote Since 2014. We built a distributed team long before it was fashionable — which means we attract top talent regardless of geography, and we're built for speed and flexibility.

Let's Build a Media Plan That Actually Sells Product

You don't need more impressions. You need a digital media partner that understands CPG, respects your budget, and measures success the same way you do — in units sold.

Whether you're launching a new SKU, defending share in a competitive category, or trying to break into a new retailer, HANGAR12's digital media team is ready to build a plan that performs.

Request a Consultation →

HANGAR12 is a Top 100 Promotion Agency and CPG digital advertising agency specializing in food, beverage, and consumer packaged goods brands. Learn more about our approach →