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