SoylentNews

P&G Cuts More Than $100 Million in ‘Largely Ineffective’ Digital Ads

posted by mrpg on Sunday July 30 2017, @04:00PM   
from the good dept.

Phoenix666 writes:

Procter & Gamble Co. said that its move to cut more than $100 million in digital marketing spend in the June quarter had little impact on its business, proving that those digital ads were largely ineffective.

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.
...
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.

---

Original Submission

• Re:The beginning of the end? (Score: 2) by TheRaven on Monday July 31 2017, @09:25AM

  by TheRaven (270) on Monday July 31 2017, @09:25AM (#547063) Journal

  Brands aren't completely meaningless, they're a form of reputation. It's much harder to build a good reputation than it is to lose one. A brand that's identified with solid build quality will lose this reputation quickly from a few exceptions. This is why a lot of companies that produce high-end products use an entirely different brand for products in the lower ends of the same markets. Of course, this cuts both ways and they'll charge you a premium for knowing that you can expect quality. You might be lucky and find that a no-name vendor is selling the same product from the same factory, or you might find that they're selling the ones that failed QA testing.

  --
  sudo mod me up

  Parent

  Starting Score:	1		point
  Karma-Bonus Modifier		+1
  Total Score:		2