Marc Pritchard, P&G Chief Brand Officer, sees digital media players making progress on transparency and brand-safety, but he has an even more fundamental problem: People really don’t want to watch ads, particularly in social media.
So he’s pressing the biggest players to help come up with “the next generation of digital ads.” Pritchard pointed to average digital ad viewing time of 1.7 seconds, with only 20% of ads viewed more than 2 seconds.
“Obviously we stopped wasting money on 30-second ads, and we’re designing ads to work in 2 seconds,” Pritchard said, according to an advance transcript. “Of course, we’re negotiating to pay only for the ads people actually see. But this raises a deeper question. Looking at it through the lens of the consumer, how valuable are these ads?
For example, people use social media to share things about their lives with each other. And let’s face it, ads are annoying in that context.”
“Bottom line, it is time for marketers and tech companies to solve the problem of annoying ads and make the ad experience better for consumers,” Pritchard said.
Pritchard said that next generation of ads is likely to revolve around utility and the concept of “mass one-to-one marketing.”
Using better data to customize targeting is also allowing P&G to concentrate ad exposures when they’re most likely to trigger sales, he says, part of a plan to reduce spending by 20% while quadrupling return on investment.
Jack Neff. Two Seconds Is Not Enough for P&G: Pritchard Calls for Next Generation of Digital Ads. AdAge
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