The largest advertisers in the world are still dead set on cutting advertising costs and reducing agency fees. On earnings call after earnings call in the past week, consumer packaged goods (CPG) companies sent a clear message to the ad industry: The belt is tightening. On Thursday, Procter & Gamble CEO Jon Moeller told investors […]
Procter & Gamble has a reputation for putting its partners through the wringer – and sometimes out of business. Some ad tech CEOs are hopping mad about it. “The death of AudienceScience is on P&G’s doorstep,” said one ad tech chief exec. AudienceScience, P&G’s longtime buying platform, was forced to close its doors last week, less […]
Procter & Gamble has anointed MediaMath as the next demand-side platform in its growing DSP roster. P&G is also working with The Trade Desk, and with Neustar as its global data management platform. On Tuesday, MediaMath revealed that it had received a $175 million credit facility led by Goldman Sachs with participation from Santander Bank. […]
Seven years after first embracing programmatic buying at scale through its secretive Project Hawkeye initiative, Procter & Gamble is saying goodbye to long-time ad tech partner AudienceScience. In its place the company will install Neustar as its data management platform alongside an assortment of demand-side platforms, including The Trade Desk. Ad Age first reported the […]
Procter & Gamble will slash $1.5 billion from its marketing budget over the next five years, the CPG giant said during its Q1 earnings call Wednesday. At least $1 billion will come from media, specifically by lowering rates and getting rid of supply chain waste, said Chief Financial Officer Jon Moeller. P&G wants to save […]
Procter & Gamble Chief Brand Officer Marc Pritchard continued his rallying cry for a cleaner and more transparent advertising ecosystem Tuesday at the 4As Transformation show in Los Angeles. This time, he called for simplicity in the agency business, which has become increasingly fragmented as shops pop up to service every channel, platform and digital […]
Speaking Thursday at the ANA Media Conference, Procter & Gamble Chief Brand Officer Marc Pritchard was pleased that Facebook and Google had agreed to independent MRC audits, but he emphasized that the audits are only the first steps toward improving the media supply chain. “It’s not enough to accept [audit pledges] until the audits are […]
When Omnicom Media Group on Friday launched Hearts & Science, its third agency network alongside OMD and PHD, it chose Annalect founder and CEO Scott Hagedorn to lead the effort. The development comes four months after Omnicom grabbed the majority of Procter & Gamble’s $2 billion media account from Publicis Groupe’s Starcom Mediavest. Part of P&G’s […]
Is traditional advertising dying in the US? Not for midsize advertisers, according to research from Kantar Media. However, while smaller and midsize advertisers are spending more on “traditional linear media,” the largest US advertisers are redirecting those budgets to digital forums. “The growth of the ad market is on two different tracks right now,” said […]
The world’s biggest advertiser wants more targeting. According to comments made Friday by Chief Financial Officer Jon Moeller, Procter & Gamble (P&G) has seized the audience segmentation opportunities presented by mobile, social and other digital media. Meanwhile the relatively weak targeting of the TV channel has stripped away some of its appeal, he said. “[Digital […]
AudienceScience has been in business for more than a decade, starting out as an ad network and later adding demand-side and data-management abilities. Last year, the company took the relatively big step of closing its network business. Now, in its bid to be viewed as a one-stop shop for digital advertisers, AudienceScience, like many others, […]
At the Advertising Research Foundation’s Industry Leader Forum yesterday in New York, one point of contention was around marketing mix modeling. Marketing mix modeling is “a core part of our decision-making,” remarked Patrick McGraw, director of consumer and market at P&G, during a panel about measuring marketing effectiveness. “It helps us develop a better understanding […]
The convergence of creativity and technology is shifting the dialog between consumers, agencies and brands. An on-stage discussion at the DMA 2013 conference in Chicago attempted to chart that shift by answering the question, “Does data drive the big idea or vice versa?” On the panel were Doug Bryan, a principal engineer at RichRelevance; Ben […]
With the World Cup and Olympics coming to Brazil in 2014 and 2016, all eyes are on the country’s preparations for the events, which include readying its digital infrastructure. Brands are waiting for the chance to be at the center of the worldwide stage, and several advertising technology companies have opened offices in Brazil. This […]
