When Marc Pritchard uses choice language to call out the advertising industry, it listens. As chief brand officer of Procter & Gamble, Pritchard manages a significant share of the global advertising budget—which is expected to hit $600 billion by 2021—and he recently issued an ominous warning: P&G would no longer waste money on digital media channels that can’t prove that customers are seeing its ads.
According to the Association of National Advertisers, only one-quarter of all digital ad spend ever reaches actual people. It’s no wonder more and more brands are joining Pritchard and reconsidering where their money is going.
Most people don’t want to be bombarded with ads. In fact, they hate ads so much that they install blockers and abandon pages when they break through.
Almost 400 million devices used ad blockers in 2016, and as 2017 numbers are analyzed, that number is only expected to rise. As our optimization tactics become more sophisticated, we get better at targeting the very ads nobody wants to see.
Rather than paying to interrupt their online experience, smart brands are earning attention by offering people something of value in exchange for their time. But that’s a tall order when agency and brand goals aren’t fundamentally aligned. Read more from adweek.com…
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