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

P&G generates $3bn a year from eCommerce; growing at 30% a year

"P&G is also adopting a new approach to programmatic. Through using third-party verification tools, it found it was reaching “too few people with too many ads too many times”, leading to “excessive frequency and waste”.
But now instead of using programmatic to save money through cheaper ad buys, P&G is now looking at the issue “through the lens of the consumer”.
He cited the example of Amazon, with P&G using its unique consumer ID data to ensure it is reaching consumers when they are ready to buy. Ecommerce is now a $3bn business at P&G and growing by 30% a year, while the improved targeting it offers is cutting waste by 20% and improving ROI by four times, as well as offering a better experience for consumers.
To help eliminate fraud, P&G has stopped buying media in the publisher long-tail, which was a “massive” source of bots. Pritchard admits the company “took the head fake” of thinking that the endless supply of websites would supply cheap media. It did, he said, “but you get what you pay for”. P&G now works with TAG and only advertisers with 200 trusted media partners that have proven they are clean."

Source:  Speech by March Pritchard at DMEXCO, reported by Marketing Week, 14th September 2017

dunnhumby's advice for FMCG advertisers on Facebook

"dunnhumby’s analysis shows that advertisers who planned campaigns with a relevant but broad reach, running for more than 6 weeks, at a frequency above 1 per person per week saw the greatest benefit from including Facebook on their media plans.
Combining these findings with those of the papers published last year, and applying the adjustment factors referenced, we are starting to see that for a campaign to achieve optimal sales lift, it should ideally be planned with a frequency ≥1 per person per week (not to be confused with f=1), across a duration of more than 6 weeks.
If an advertiser knows that people outside a core audience will not buy their products – perhaps due to them only being relevant to one life stage or one gender – then narrow targeting could be optimal, but more generally the rule is that a far greater return on ad spend will be achieved by aiming for as broad a relevant audience as possible."
Source:  Blog post by Facebook Business, 31st March 2017