Retail Intelligence: FMCG becomes biggest digital display advertiser

April 9, 2013
Profitero
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Profitero

The latest Internet Advertising Bureau-PwC Digital Adspend Report has revealed that for the first time, FMCG has overtaken Finance as the biggest spender on digital display advertising, accounting for 16% of display ad spend in 2012. FMCG’s share has almost doubled in the last three years as marketers increasingly recognise digital’s ability to deliver brand awareness.

The report also reveals that digital advertising crossed the £5 billion threshold for the first time, reaching £5.42 billion in 2012, whilst advertising spend on mobile also reached a record high of £526 million. Fuelled by smartphone ownership, and consumers’ demand to engage with content wherever they are, mobile advertising spend now accounts for 9.7% of all digital ad spend compared to just 1.1% in 2009.

Commenting on the report’s findings, Anna Bartz, Senior Manager at PwC, said: “The advertising market is shifting toward storytelling and integrated campaigns which give greater prominence to video and display formats with a higher degree of interactivity with the target audience. Over the past two years, the digital advertising revenue model has also changed from an emphasis on direct response to being more about branding and awareness.”

In the last few weeks, FMCG companies Kimberly-Clark and GSK have both announced their plans to launch e-commerce platforms and benefit from digital’s ability to engage with consumers directly.

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