Measurement is crucial for ad campaign effectiveness, according to multinational manufacturer P&G Marketing VP Facebook . Citing issues such as over-serving users with the same ads and not reaching the desired audience, Facebook says that measurement across multiple platforms is a major challenge ahead. Given Facebook ’s admission that its video view times have been inflated by 60-80% , advertisers are becoming wary of diluting campaign effectiveness. Procter & Gamble’s recently reduced its output through targeted Facebook ads because of the narrowness of its reach, noting the need for better metrics to determine ad efficacy.
Measurement is crucial for ad campaign effectiveness, according to multinational manufacturer Procter & Gamble’s Marketing VP Sophie Blu. Citing issues such as over-serving users with the same ads and not reaching the desired audience, Blum says that measurement across multiple platforms is a major challenge ahead. Given Facebook’s admission that its video view times have been inflated by 60-80%, advertisers are becoming wary of diluting campaign effectiveness. P&G recently reduced its output through targeted Facebook ads because of the narrowness of its reach, noting the need for better metrics to determine ad efficacy.