As one of the world’s largest advertisers, CPG manufacturer Procter & Gamble has clout within the industry. And now it has a demand.
Speaking at the virtual Association of National Advertisers’ 2020 Media and Measurement Conference, Marc Pritchard, P&G’s chief brand officer, said he expects the industry to have a cross-platform measurement pilot in place no later than September 2021.
“We want a transparent and level playing field, where all players—digital and TV alike—participate in cross-platform measurement,” he said.
Noting the asymmetry of information that pervades the digital industry, Pritchard said access to data will help advertisers make better choices across publishers and “avoid serving too many ads to the same person.”
Earlier this year, Benjamin Spiegel, chief digital officer of P&G’s Beauty division, told Adweek that the company’s ad strategy was about effectiveness, as opposed to sheer volume.
“There is no benefit for consumers to be exposed to the same creative over and over again,” said Spiegel. “I strongly believe that excess frequency is one of the biggest opportunities to reduce waste in media.”
Pritchard has been urging for more metrics.
“I’m told we’re close, but it feels like the movie Groundhog Day because I keep hearing the same promises over and over and over again,” he said. “A framework has been developed, which is good, but that’s not enough. It’s time to get on with it.”
Pritchard also called cross-platform measurement “table stakes,” arguing that marketers want more power to decide where they place ads. Seeking this control, he said P&G is shifting as much media as possible to programmatic.
In the U.S., P&G’s programmatic spend is growing by double digits, making it close to the company’s largest media investment. In China, by contrast, nearly 90% of P&G’s media spend is digital and more than 80% is programmatic.
During the ANA event, Pritchard also critiqued the annual TV Upfronts, calling it an “antiquated system” that gives networks an unfair advantage in the ad-buying process because marketers must provide budget estimates to register.