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Retail Intelligence: FMCG Now The Biggest Spender In Online Advertising

October 7, 2012
Written By

The FMCG sector and the finance industry are now the top spenders on digital display, according to the latest Internet Advertising Bureau and PricewaterhouseCoopers advertising expenditure report.

FMCG’s share of the online advertising market has almost doubled since 2009 with the sector having now caught up with the financial services at the top of the spending charts.

Spending by FMCG advertisers rose across all digital channels; online and mobile advertising jumped 13 per cent to £2.6 billion. Digital video advertising soared 43 per cent year-on-year to £49 million. Advertising with social media banners rose 36 per cent to £134 million.

Mobile advertising grew 132 per cent to £182 million, accounting for seven per cent of all digital advertising spend. With retail price intelligence showing how shoppers are avoiding the high street to carry out competitor price monitoring online, brands are working hard to ensure they have a strong web presence.

Tim Elkington, director of research and strategy at IAB, believes there is still room for growth in the area of mobile with 60 per cent of the UK’s top 100 advertisers still do not having a mobile optimised site. “If all advertisers get wise to this, we’re likely to see significant mobile growth for some time yet, ” he said.

These latest figures highlight how brands are increasingly including digital display into the overall marketing strategy.

© Profitero 2012

About Profitero

Pricing intelligence company Profitero provides retailers with actionable price intelligence data, monitoring over 50 million products across 4,000 eCommerce retailers every day, observing pricing, promotions and stock availability. We work with the world’s leading retailers, enabling them to acquire new customers and grow profit margins by monitoring and responding to changes in competitor pricing and promotional activity as they happen. For more information on Profitero price intelligence and competitor monitoring, visit or email

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