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Marketers, Including P&G, Admit to Struggle With Ad Viewability

Trend summary: FMCG titan Procter & Gamble admits it has paid for digital ads it couldn't prove were served on-screen.

According to P&G Chief Brand Officer Marc Pritchard, "The days of giving digital a pass are over." But there's another medium with a huge share of marketers' money which admits to a "viewability" problem of its own ...

... corrugated in-store paper displays!

Unviewable ads aka IRL [In Real Life] are an enormous overhead. According to insiders, P&G alone spends circa $1bn annually on corrugated instore displays worldwide.

Last month P&G pegged potential savings from eliminating waste from promotional materials of all sorts, which includes these corrugated paper displays, at a projected cost of $500m annually over the coming five years.

That figure compares to $1bn in planned savings from media buying, along with $500m from agency and production fees.

Read the original unabridged article.

[Estimated timeframe:Q2 2017]

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