Marketers Must Balance Targeting With Audience Reach

The Wall Street Journal recently published a story that caused some alarm in marketing circles: “P&G to Scale Back Targeted Facebook Ads.”

The Wall Street Journal recently published a story that caused some alarm in marketing circles: “P&G to Scale Back Targeted Facebook Ads.” A more representative, albeit longer, headline would have been: “P&G to Scale Back Highly Targeted Ads in Order to Increase Broader Reach Buys on Facebook.”

According to the WSJ: “P&G two years ago tried targeting ads for its Febreze air freshener at pet owners and households with large families. The brand found that sales stagnated during the effort, but they rose when the campaign on Facebook and elsewhere was expanded last March to include anyone over 18.”

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