by Megan Graham, Technology Reporter at CNBC
- P&G builds its own database to understand consumer engagement with ads across the web.
- The company focuses on reducing wasteful spending and improving transparency in digital advertising.
- P&G invests in non-traditional advertising, merging the ad world with other creative industries.
In the ever-evolving world of digital marketing, walled gardens are here to stay. As marketers, we must adapt and thrive in this environment. In this insightful article, Procter & Gamble’s Chief Brand Officer, Marc Pritchard, shares his thoughts on the current state of walled gardens and the company’s approach to navigating them. As P&G is one of the world’s largest advertisers, its strategy provides valuable insights into how we can all create more connected, holistic, and omnichannel marketing campaigns.
Pritchard states, “The walled gardens are probably going to remain walled, so we’re taking matters into our own hands.” P&G has been building its own database for many years to create a more complete picture of how consumers engage with their ads across the web. This database now holds over 1.5 billion consumer IDs, a number that’s “rapidly increasing.”
In response to the lack of transparency around ad views, audience reach, and fraud, Pritchard said that P&G “exposed substantial waste, so we reduced wasteful spending and reinvested into better-performing media.” The company has also called for better content moderation, improved transparency across media platforms, and a reduction of excess ad frequency. Better omnichannel measurement will be key as well.
The article also highlights P&G’s investment in non-traditional advertising that merges the ad world with other creative industries such as entertainment, music, comedy, or technology. As marketers, embracing this innovative approach will help us create more engaging and memorable experiences for our audience.
Don’t miss the opportunity to learn more about how one of the world’s top advertisers navigates walled gardens and creates more holistic, connected, and omnichannel marketing strategies. Dive into P&G Brand Chief Says at ANA That Walled Gardens Are Here to Stay today.
The walled gardens are probably going to remain walled, so we’re taking matters into our own hands.
Marc Pritchard, Chief Brand Officer of Procter & Gamble
Citation: Megancgraham. (2019, October 17). P&G brand chief says online ‘walled gardens’ are here to stay, so it’s using its own data to track consumers. CNBC. Retrieved March 30, 2023, from https://www.cnbc.com/2019/10/04/pg-brand-chief-says-at-ana-that-walled-gardens-are-here-to-stay.html