P&G's Pritchard on Where Marketing, Media and Metrics Are Going
Even at 35% of Spending, Biggest Advertiser Still Sees Room to Grow Digital
The ad industry needs to break its addiction to outdated metrics by focusing on sales results and get a better handle on digital-audience measures such as viewability, said Procter & Gamble Co. Global Brand Officer Marc Pritchard.
That was one big takeway Mr. Pritchard offered the audience at the recent Association of National Advertisers' Media Leadership Conference. But despite measurement woes, P&G is still bullish on the medium. In an interview, Mr. Pritchard said that while P&G spends up to 35% of its media budget on digital in the U.S., he thinks that number can go higher. He also sees potential for media buying broadly going the way of securities trading, with a growing share done programmatically.
Despite bleaker outlooks from others at the conference, such as Publicis Groupe Chief Strategist Rishad Tobaccowala, on the marketing industry's tendencies to navel gaze and its talent crisis, Mr. Pritchard is far more upbeat.
Read the rest of this very interesting interview under this link