Digital ads return two-fold ROI for Unilever says IAB UK amid ongoing efficiency drive

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 advertis