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Unilever And P&G Reallocate Spend To Target Gamers, Younger Consumers

Unilever and Procter & Gamble, the world's top two  advertisers, are seeking out younger audiences by reallocating some 2021 spending away from traditional TV and into video games, streaming services and media programmes operated by major retailers.

As they continue to look at their digital ad budgets and try to appeal to younger shoppers, the two consumer giants have turned to tie-ups with popular services like Hulu and HBO Max and games like Fortnite and Animal Crossing.

Shoppers of all ages also avoided big box retailers’ stores and placed orders on online platforms. Following a 25.7% increase in 2020, retail e-commerce sales worldwide are expected to rise to $4.92 trillion in 2021, according to data firm eMarketer.

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