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State of the Screens

P&G Contends Too Much Digital Ad Spending Is a Waste

By March 12, 2018No Comments
Procter & Gamble cut digital spending by $200M last year.

Why did they do this? Multiple reasons, but concerns over quality (1.7s average views on Facebook, etc.) were a driving force.

What were the results? Total reach increased by 10%.

Alternative view. If moving $200M from digital to other areas led to a 10% increase in reach, then digital was most likely overfunded, to begin with.

Quote from Marc Pritchard — Chief Brand Officer @ Procter & Gamble
“This new level of transparency is shining the light on what’s next — marketers taking back control of our own destiny to accelerate mass disruption — transforming our industry from the wasteful mass marketing we’ve been mired in for nearly a century to mass one-to-one brand building fueled by data and digital technology,”

Quality is not just a digital issue. Data from TVision points out that viewability on TV is not 100%. In fact, there is a 60% swing in attention between shows in primetime.

More:
1)
Facebook pitches brand-safe video ad buys for $750,000, but lack of control irks buyers

2) Turmoil on Madison Avenue as Marketers Push for Change

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.