Think of a laundry detergent. What pops into your head? Most people say Tide. Now, name a toothpaste. Most people say Crest. Disposable diaper? Pampers. What do they all have in common? They are all products made and marketed by Procter and Gamble, the largest advertiser in the world. When your product is the first thing that pops into people’s heads when they think of that category, you’re making a quality product and you know how to market it. But recently, Proctor and Gamble and many other large advertisers are re-thinking how they spend their marketing dollars, and for P&G that’s 8.3 billion marketing dollars. In one year!
When P&G talks, people in the marketing biz should listen.
Here’s the issue: If a company buys a commercial during the Super Bowl, everyone can see it when it’s on TV. Buy an ad in the newspaper, and there it is. Radio, you’ll hear it on the way home. Digital marketing, however, is another animal. Internet advertising can be a murky world where advertisers pay digital marketing agencies lots of money and then wait for reports – from the digital marketing agencies – about how effective the campaigns were. There have been many incidents of fraudulent reports and a general lack of digital marketing transparency. Another problem is that it is common for advertisers to pay every time someone “clicks” on one of their ads. For several years, however, there have been programmed, malicious “bots” clicking on ads – not people – and unscrupulous marketers along the media supply chain collect money for each click. This is also fraudulent. Procter and Gamble has decided enough is enough, and going forward they will demand proof that they are getting what they pay for, and that certainly seems reasonable.
Marc Pritchard is P&G’s Chief Brand Officer: “The days of giving digital a pass are over,” Mr. Pritchard said, urging the rest of the ad industry to follow P&G’s lead. “It’s time to grow up. It’s time for action.”
Digital Marketing Transparency
Advertisers are asking, actually demanding, that going forward they receive proof that their ads were actually visible and that they were viewed, and clicked, by real people. The Media Rating Council was established in the early 1960’s at the behest of the U.S. Congress, and the Mission of the MRC is to secure for the media industry and related users audience measurement that is valid, reliable, and effective. Procter and Gamble is endorsing new guidelines established by the MRC and will only work with agencies who also embrace their guidelines and standards.
ADS Data Direct
When you purchase Tide, the jug or box will say “Cleans 32 loads” and when you take it home you expect it will clean 32 loads! It seems reasonable. ADS Data Direct embraces the guidelines and standards of the MRC and we feel it is imperative to the establishment of long-term relationships with our clients that we remain transparent and honest in our marketing practices. Each ADS client is communicated with on a regular basis about our efforts and our results. Digital marketing transparency is paramount, because we succeed when you succeed. Our Digital Plus Program ensures every ADS Data Direct client get what they pay for. A fully reactive multi-channel platform, Digital Plus is the gold standard for today’s ever-changing digital environment. You can reach us at 888-963-7824 ext.711 or firstname.lastname@example.org
Candle maker William Procter born in the United Kingdom and soap maker James Gamble born in Ireland, emigrated from England and Ireland, respectively. They settled in Cincinnati initially and met when they married sisters, Olivia and Elizabeth Norris. Alexander Norris, their father-in-law, called a meeting in which he persuaded his new sons-in-law to become business partners. On October 31, 1837, as a result of the suggestion, Procter & Gamble was created.