![axe](https://static-ssl.businessinsider.com/image/56963ecbe6183e263a8b8bca-817-613/screenshot 2016-01-13 at 12.07.57.png)
YouTube/Axe
The latest ad for Unilever male deodorant brand Axe.
That figure is up four percentage points on the 20% the Axe, Cornetto, and Dove-owner $4
Speaking to Business Insider at the World Economic Forum's Annual Meeting in Davos, Weed said the percentage of digital spend is now nearer 50% in digitally-advanced markets like the US and China. However, in markets like India, that percentage is reduced to the lower double digits.
Unilever is the second-biggest spender on
The company recently announced a move towards "zero-based budgeting" for its marketing, $4
$4- value, viewability, verification. If platforms like Facebook, Twitter, and Google can prove ads served on their services have the chance of being seen on a screen by actual people (not bots,) that this measure of viewability was verified by a third-party, and that those ads provide an actual value to the business, then Unilever (and other marketers) will be more likely to spend with them.
Weed still isn't impressed with the $4: half of the pixels in view for 2 consecutive seconds.
"I'm sorry, but that simply isn't a view," he said. "If you actually show that as a measure of viewability and watch what it looks like, it's quite shocking. I think with all these things, people's points of view are based on their viewpoint, which is why I think you need to have multi-stakeholder groups engage with each other."
Google, Facebook, and Twitter "are at the good end of this industry"
![Keith Weed](https://static-ssl.businessinsider.com/image/502eaaedeab8eade47000007-788-469/screen shot 2012-08-17 at 4.02.29 pm.png)
Unilever
Unilever chief marketing and communications officer Keith Weed.
"Google, Facebook, and Twitter I think they are at the good end of this industry, and we still have lots of ongoing conversations about what I call the 3Vs," he said. "At this stage some [other companies] are still in the commitment to move but aren't moving right now in real-time. Let's see in six months, but I think this is really positive and I applaud those three companies."
Ultimately, he said he believes the quality of advertising is "110%" the responsibility of the advertiser themselves - if the right format isn't yet there, the marketer shouldn't be buying it.
"I don't think it's a platform issue, of course they can make it better, but I think it's the responsibility of advertisers and I think mobile - I don't know about you, but the experience on advertising on a mobile is still not great - in some way is a real call to action. Are we creating good enough, engaging content experiences as advertisers?" he said.