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Almost all of the consumer product giant’s advertising cuts in the period came from digital, finance chief Jon Moeller said on its earnings call Thursday. The company targeted ads that could wind up on sites with fake traffic from software known as “bots,” or those with objectionable content.
“What it reflected was a choice to cut spending from a digital standpoint where it was ineffective, where either we were serving bots as opposed to human beings or where the placement of ads was not facilitating the equity of our brands,” he said.
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It’s unclear whether P&G has shifted more spending to other media, including television, as it tweaks its digital spending approach. TV networks have been making an aggressive case that marketers have over-allocated budgets to the dark alleys of digital, and should move ad money back into TV.
Moving ad budget back to TV would be a brilliant move. Septuagenarians present a brisk market for Pampers.
(Score: 2) by Justin Case on Sunday July 30 2017, @05:22PM (3 children)
Yeah, that's another thing marketdroids passionately believe: brands matter. On Amazon, for example, I select products by features, ratings, price... but never brand. But sellers think "brand loyalty" is something that will last longer than the first time they screw their customers.
Well, OK, I guess there are a few people who will buy something just because it comes from crApple. The sooner they are separated from their cash, the less ability they will have to harm the world by subsidizing overpriced hypeware.
(Score: 2) by tibman on Sunday July 30 2017, @07:05PM
Official versus clone is still a thing though. If you are buying an accessory to something you're more likely to go official over clone if the price is reasonable.
SN won't survive on lurkers alone. Write comments.
(Score: 2) by TheRaven on Monday July 31 2017, @09:25AM
sudo mod me up
(Score: 2) by Phoenix666 on Monday July 31 2017, @01:53PM
I read just the other day that amazon and other online marketplaces have heavily diluted brands' premiums because users have been conditioned to shop as you described. User reviews have also come to play a much bigger role, so the days of capturing extra margin by outsourcing production to china where quality inevitably suffers while continuing to charge the brand premium are over.
So amid the heavy job loss caused by the death of traditional retail there's that small silver lining of people saying "so what?" To marketdroids.
Washington DC delenda est.