Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Source: TheDrum
On average, for every £1 Unilever and Nestlé spend on display ads in the UK both brands return almost double in sales, according to data from the Internet Advertising Bureaux (IAB UK).
The figures come as a year of FMCG digital efficiency drives and agency reviews draws to a close, with the IAB claiming that every £1 spent on digital display units yields a typical ROI of £1.94 across all major British supermarkets.
The study tracked the programmatic display advertising of nine consumer goods brands including Persil, Magnum, Tropicana, PG Tips and Nescafe across a number of premium sites like the Guardian, Mail Online, Yahoo and Gumtree.
Though it didn’t specify the breakdowns for individual brand ROI, it noted that one brand it monitored saw a £3.38 ROI for every £1 it invested.
The research was completed over a year-long period and the study comes amid an ongoing efficiency drive from Unilever, which this year decided to run 30% fewer ads as part of a wider cost-cutting exercise to improve efficiency. The brand has said it also intends to reduce the number of agencies it has (around 3,000) in half.
Its arch rival P&G has also been culling “ineffective” digital ads, noting earlier this year that rollbacks of around $140m had not impacted the company’s bottom line as it delivered strong growth in the first half of the year.
The study also revealed that online ads also had a positive effect on people’s awareness of and favourability towards the brand in question, noting that people who saw the ads were 12% more likely to consider the brand to be ‘premium’.