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P&G to dial down use of targeted ads on Facebook

11.08.2016
P&G to dial down use of targeted ads on Facebook

Procter & Gamble (P&G) plans to dial down the level of targeting it uses in its advertising on Facebook, with global marketing boss claiming it has been “too narrow” in its approach.

P&G global brand building officer Marc Pritchard
P&G global brand building officer Marc Pritchard

“We targeted too much, and we went too narrow,” he told WSJ. “Now we’re looking at: What is the best way to get the most reach but also the right precision?”

However, Pritchard denied that the firm – whose brands include Always, Bounty and Tide – would be reducing its ad spend on Facebook.

Earlier this year, P&G revealed expects to spend $1.5bn on agency-related marketing costs next year, down 25% on its previous expenditure, and insisted that there is “still room” for further cuts.

The company – the world’s largest advertiser by measured media – has previously stated its intention to reduce the costs that “do not impact reach [and] do not impact frequency”.


Source:
http://mandmglobal.com/pg-to-dial-down-use-of-targeted-ads-on-facebook/