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Unilever Eyes Bigger Budget For Digital Shopper Marketing

March 16, 2017: 12:00 AM EST
Unilever said it plans to allocate more of the company's shopper marketing budget to digital display, after seeing the results of a research project implemented in partnership with Aimia, Sainsbury's, Nielsen, i2c, and the IAB. Focused on digital display advertising for five of Unilever's brands, including Persil, Magnum, and Maille, the study revealed an average ROI of ₤1.47 for every ₤1 spent. Although further rounds of the project are expected to be conducted, results of the first round are already prompting the company to change its shopper marketing strategy in 2017, Unilever Homecare shopper marketing manager Stuart Jeffrey said.
Sarah Vizard , "Unilever to increase spend on digital shopper marketing after proving display ROI", Marketing Week, March 16, 2017, © Centaur Communications Ltd (a member of the Centaur Media plc group)
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