Lidl scales back digital media investment after seeing poor ROI

Lidl has scaled back its investment in digital media to a more “appropriate level” after finding that its return on investment was not as effective as other media channels.
The discounter has rapidly increased its marketing spend over the past five years, from £28m in 2013 to £75m in 2017, because it could see the impact it was having on the brand and, more importantly, sales. It also shifted where it invested from print and flyers to TV in 2014, with digital a “ver