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Unilever Spends 24 Percent Of Ad Budget On Digital Marketing In 2015

January 28, 2016: 12:00 AM EST
Unilever’s spending on digital media marketing grew to 24 percent of its global advertising budget in 2015, according to the company’s chief marketing and communications officer Keith Weed. In 2014, the company spent 20 percent of its total advertising budget on digital media. In digitally advanced markets, such as the United States and China, the company spends almost 50 percent of its advertising budget on digital platforms. Unilever, which recently announced its move to “zero-based budgeting” for its marketing, is the second-biggest spender on advertising worldwide, behind its rival Procter & Gamble, according to Adbrands.net.
Lara O'Reilly, "Almost a quarter of Unilever's $8 billion ad budget is now spent on digital", Business Insider, January 28, 2016, © Business Insider Inc.
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