Will warning shots fired by Unilever, P&G break speed of digital growth?

Not really, but it could transform the medium, say experts

Two of the world’s top advertisers, Unilever and Procter & Gamble (P&G), have recently said that they will rein in digital advertising expenditure across markets in a bid to cut costs and improve return on investment. Cincinnati-based P&G has already taken the lead in this regard, slashing digital ad spends in 2017 by $200 million and saying that more such cuts would be initiated this year. The move impacts India as well, where digital advertising has been a key communication tool used by its brands such as Ariel, Gillette and Whisper. Unilever, whose Indian subsidiary Hindustan Unilever (HUL) is the