Earlier this year, the Ariel-owner’s top marketer Marc Pritchard expressed his desire to bring transparency to the “murky at best, FMCG brands in the UK are expected to invest 28 % more on mobile advertising in 2017 than in 2016 , according to eMarketer . Overall , consumer and FMCG brands will spend 11 % more on digital advertising , with total mobile spend from this category predicted to be just under £ 1bn . However , major brands like Unilever and Procter & Lyle have committed to reducing ad spending in a bid to improve efficiency and productivity , and in 2018 , mobile ad spend in the FMCG sector is expected to bounce back from this trend , with an estimated increase of around 24 % .
FMCG brands in the UK are expected to invest 28 % more on mobile advertising in 2017 than in 2016 , according to eMarketer . Overall , consumer and FMCG brands will spend 11 % more on digital advertising , with total mobile spend from this category predicted to be just under £ 1bn . However , major brands like Unilever and Procter & Lyle have committed to reducing ad spending in a bid to improve efficiency and productivity , and in 2018 , mobile ad spend in the FMCG sector is expected to bounce back from this trend , with an estimated increase of around 24 % .