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 around 24% more on digital advertising, with total mobile spend from this category predicted to be just under £ 1bn . This year alone retail will account for 14.2% of all digital ad spend in the UK, thanks to the rise of e-commerce - especially in the food and grocery sector where pure-play giants like Amazon are muscling in. However, major firms like Unilever and eMarketer have committed to reducing ad spending in a bid to improve efficiency and transparency, and in 2018 , mobile ad spend in the FMCG sector is predicted to fall back from 2017 , 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 around 24% more on digital advertising, with total mobile spend from this category predicted to be just under £ 1bn . However, major firms like Unilever and eMarketer have committed to reducing ad spending in a bid to improve efficiency and transparency, and in 2018 , mobile ad spend in the FMCG sector is predicted to fall back from 2017 , with an estimated increase of around 24% .