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...