Measurement is crucial for ad campaign effectiveness, according to multinational manufacturer Procter & Gamble’s Marketing VP Sophie Blu. The commentary comes at a pertinent time; Facebook’s recent admission that it artificially inflated its video view times by 60 to 80 per cent set off transparency alarm bells in offices across adland, and further amplified the problems of walled garden set-ups. 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. “Advertising has become more complex than ever before, but it’s still very easy to get it wrong,” she says. 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.
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. “Advertising has become more complex than ever before, but it’s still very easy to get it wrong,” she says. 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.