Nearly 60% of digital FMCG adspend is wasted

Rob Clapp

An overview of the effectiveness of global FMCG digital advertising and trade spend.

Nearly 60% of digital FMCG advertising spend is wasted, according to the latest research from AlixPartners. In a survey of over one thousand global executives, 58.3% said their digital ad investment has a negative ROI or the ROI is unknown, equal to $35bn. Only 41.7% believe digital adspend generated a positive ROI.

While digital trade spend aims to increase demand for consumer products, only 40% had a positive impact. Instead, nearly one-half (45%) has a negative ROI, worth $12bn.

Part of this waste is a result of the continued issues of online ad fraud and brand safety...

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