Unilever & Nestle get a return of £2 for every £1 spend on digital display ads in the UK

"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, comparing display spend with short-term sales numbers gleaned from i2c – a joint venture between Sainsbury’s and Nectar card owner Aimia – and Nielsen’s Homescan data. The resulting data, which was commissioned by i2c and the IAB gives an insight into the shopping behaviour at all major UK supermarkets."

Source:  Data from the IAB, reported by The Drum, 12th December 2017