Benchmark industry definitions

Look up any industry to understand what it is based on and how to draw the AOIs for the most accurate benchmark comparison.




Any FMCG industry

FMCG, or fast-moving consumer goods, are usually defined as products that sell quickly and have a short shelf life because either because of high demand or perishability.

This overall FMCG industry category includes the entire benchmark dataset of FMCG assets to provide overall benchmark ranges for the Predict metrics in advertising and websites for packaged and consumer goods. 

We recommend comparing your predicted performance against the specific industries of your creative such as food & beverage, personal care & beauty, household products, and fashion & accessories, but this overall category can also be used to compare against the average performance of any FMCG asset.


Food & Beverage

The benchmark for this industry includes a wide array of consumable products:

  • Dairy products
  • Bakery goods
  • Cereal products
  • Beverages
  • Meat and poultry
  • Seafood
  • Snack foods
  • Confectionery
  • Frozen foods
  • Non-alcoholic beverages
  • Alcoholic beverages
  • Condiments
  • Baby foods
  • Ready-to-eat meals
  • Non-dairy alternatives
  • Grocery delivery services
  • Meal delivery services
  • Meal subscriptions
  • And more

This industry does not include fast-food restaurants, as these are categorized under the Services industry.


Personal care & Beauty

To accurately represent the diverse needs of the personal care and beauty industry, this benchmark includes a wide range of product types:

  • Skincare
  • Haircare
  • Makeup
  • Fragrances
  • Bath and body products
  • Oral care
  • Personal hygiene items
  • Men’s grooming products
  • Nail care
  • Sunscreen and sun care
  • Beauty tools
  • Hair color and dyes
  • Body and massage tools
  • Baby and child care products
  • Natural and organic care products
  • And more


Household products

This industry extends beyond traditional consumer goods and offers a nuanced benchmark for household products by including the following products:

  • Sanitation products
  • Cleaning supplies
  • Sleep textiles
  • Bathroom textiles
  • Pet care products
  • Pest control
  • Bathroom accessories
  • Gardening products
  • Other outdoor products
  • Home safety products
  • Kitchenware
  • Kitchen organization tools
  • And more


Fashion & Accessories

The benchmark for this industry encompasses the state of the art of creatives within the dynamic world of fashion and includes:

  • Clothing
  • Footwear
  • Bags and accessories
  • Jewelry
  • Eyewear
  • Hats and caps
  • Scarves and shawls
  • Gloves
  • Watches
  • Socks and hosiery
  • Ties and bowties
  • Fashion hair accessories
  • Umbrellas
  • Luggage and travel bags
  • Fashionable tech accessories
  • And more 


Durable goods


Any durable goods industry

Durable goods are products with a longer lifespan, and therefore long periods between successive purchases.

This overall durable goods industry includes the dataset from both automotive and consumer electronics, as well as other verticals such as furniture and home improvement products like decoration, lighting, and home appliances.

We recommend comparing your predicted performance against the specific industries of your creative, but this overall category can also be used to compare against the average performance of any asset within the durable goods industry.



This industry category delves into the specifics of automotive, providing a foundation for precise industry comparisons by including assets such as:

  • Passenger cars
  • Trucks
  • SUVs
  • Motorcycles
  • Electric & hybrid vehicles
  • Commercial vehicles
  • Automotive parts
  • Lubricants
  • Automotive services
  • Automotive batteries
  • Electronics for automotive use
  • Components and accessories
  • And more


Consumer Electronics

This benchmark navigates the complexities of consumer electronics industry by including:

  • Mobile and smartphones
  • Laptops
  • Personal computers
  • Tablets
  • TVs and smart TVs
  • Cameras
  • Speakers
  • Smart home devices
  • Smartwatches
  • Fitness trackers
  • E-book readers
  • AR and VR headsets
  • Drones
  • Portable power banks
  • Headphones and earphones
  • Digital and analog audio players
  • Wearable technologies
  • And more





Any service industry

Services play a pivotal role in our daily lives, and the benchmarks within this industry offer a comprehensive guide for optimizing marketing content for both B2B and B2C businesses.

This overall services industry category encompasses assets from both the specific industries telecommunications & internet services and travel & hospitality services, as well as additional creatives for consulting, financial and software services.

We recommend comparing your predicted performance against the specific service industry matching your asset if available, but this overall category can also be used to compare against the average performance of the service category as a whole.


Telecommunication & Internet services

This industry benchmark provides a wide touchstone for the current creatives of services within internet and telecommunication by including:

  • Internet service providers

  • Mobile phone services

  • Broadband services

  • Cable television services

  • Satellite television services

  • VoIP (Voice over Internet Protocol) services

  • Wireless internet services

  • Fiber optic services
  • Mobile data plans

  • Virtual private network (VPN) services

  • Domain registration services

  • Web hosting services

  • Online collaboration tools
  • Online chat and messaging services
  • Online advertising services
  • Online payment services

  • Online marketplace platforms

  • Email services

  • Social media platforms
  • And more


Travel & Hospitality services

This industry benchmark combines examples from key consumer-oriented services within travel and hospitality, such as:

  • Restaurants
  • Restaurant reservations
  • Fast food services
  • Food catering services
  • Room service
  • Breakfast buffets
  • All-inclusive dining packages
  • Bar and lounge services
  • Airline services
  • Airport transfers
  • Specialty dining experiences
  • Cruise packages
  • Vacation packages
  • Travel insurance
  • Tour services
  • Theme park tickets
  • Guided tours
  • Travel guides
  • Travel booking platforms
  • Travel loyalty programs
  • Car rentals
  • Vacation rentals
  • Event and concert tickets
  • Sightseeing activities
  • Spa and wellness
  • Travel souvenirs
  • Travel visa services
  • Hotels and motel accomodations
  • And more


Any industry

This benchmark includes assets from all the specific industries listed above, as well as additional assets from other industries such as health, well-being, entertainment, sports, and gaming.

It is always recommended to use the specific industry benchmarks matching your asset for the most specific comparison against your predicted performance, but this overall industry category can be used if your asset doesn't fit within any of the specific industries, or if you just want to compare against the performance across all industries.