42 per cent of all campaigns, according to Millennial.
The ad firm's new SMART report examined the 'Consumer Packaged Goods' vertical this month, and found booze was the dominant sector.
Drinks makers contributed over four in ten campaigns, with cosmetics and hygiene second with 26 per cent.
The research also found that branding not direct action is the ultimate goal of most of these advertisers, with 89 per cent saying 'brand awareness/sustained in-market presence' was the leading objective.
That said, CPG advertisers allowed consumers to take a social media action (like a brand on Facebook, provide product feedback) on 78 per cent of campaigns. The overall mobile landscape only used this on 19 per cent of campaigns.
Campaigns with a goal of promoting a product launch grew 75 per cent month-over-month in August.
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