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P&G Cuts More Than $100M in ‘Largely Ineffective’ Digital Ads

wsj.com

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Re: P&G Cuts More Than $100M in ‘Largely Ineffective’ Digital Ads

#11

Post by ekianjo »

kilroy123 wrote: post #7
RodericDay wrote: post #4

I've often dreamed of coding up some kind of worm-virus, but instead of stealing data or demanding ransom or corrupting storage, it would just install uBlock Origin on infected computers. Millions of infected people, with zero idea what an "ad-blocker" is, just wondering where all the YouTube ads went. And then, hopefully after a month or so of infection, companies realizing that their bottom-lines were unaffected, p…

I don't think it's even necessary. The percentage of people using ad blockers keeps going up and up.

its still a minority. And even more so on mobile browsers.

Re: P&G Cuts More Than $100M in ‘Largely Ineffective’ Digital Ads

#12

Post by paulie_a »

RodericDay wrote: post #4

I've often dreamed of coding up some kind of worm-virus, but instead of stealing data or demanding ransom or corrupting storage, it would just install uBlock Origin on infected computers. Millions of infected people, with zero idea what an "ad-blocker" is, just wondering where all the YouTube ads went. And then, hopefully after a month or so of infection, companies realizing that their bottom-lines were unaffected, p…

Personally I have grown so tired of analytics and advertising my personal idea would be to build a plugin that doesn't block anything. But instead it simply visits websites on random topics over time and clicks ads here and there. Slowly degrading the data shitty advertising companies have and ruining ROI. I am starting to do this manually and randomly clicking ads.

I honestly need to start doing that on facebook due to their new policy that every 2-3 posts need to be some "suggested" garbage

Honestly I am burned out by the constant barrage of terrible ads on most websites and social media in particular.

Re: P&G Cuts More Than $100M in ‘Largely Ineffective’ Digital Ads

#13

Post by abritinthebay »

RodericDay wrote: post #4

I've often dreamed of coding up some kind of worm-virus, but instead of stealing data or demanding ransom or corrupting storage, it would just install uBlock Origin on infected computers. Millions of infected people, with zero idea what an "ad-blocker" is, just wondering where all the YouTube ads went. And then, hopefully after a month or so of infection, companies realizing that their bottom-lines were unaffected, p…

You’d lose a lot more companies than that - vast swathes of content producers would go under.

Their bottom line absolutely would be affected.

This dream would be the single most destructive thing to happen to the internet

Re: P&G Cuts More Than $100M in ‘Largely Ineffective’ Digital Ads

#14

Post by bkj123 »

Not sure what we can get from this article as there are so many variables... What "digital" spend was cut: paid search? online video? paid social media? brand vs. product oriented?

What was the impact of non-marketing drivers like distribution, price, promo, competition, and the economy?

What was the impact of (new) ad creative?

Maybe take it as they are under pressure to cut expenses and cutting marketing, digital and likely non-digital, certainly helps.

Re: P&G Cuts More Than $100M in ‘Largely Ineffective’ Digital Ads

#15

Post by ekianjo »

colbyh wrote: post #2

A couple of things going on at once - it's hard for old guard companies to compete in digital marketing because consumers are being trained to buy based on reviews, price, and delivery times more than brand. And when you're spending $100M/quarter over a dozen brands all digital marketing is going to be brand marketing. It also raises a question about conversion being a lagging indicator here. It's possible after a fe…

well also nobody cares so much about digital marketing when it comes to buyIng stuff that is pretty much commodity.

Re: P&G Cuts More Than $100M in ‘Largely Ineffective’ Digital Ads

#16

Post by tomascot »

paulie_a wrote: post #12
RodericDay wrote: post #4

I've often dreamed of coding up some kind of worm-virus, but instead of stealing data or demanding ransom or corrupting storage, it would just install uBlock Origin on infected computers. Millions of infected people, with zero idea what an "ad-blocker" is, just wondering where all the YouTube ads went. And then, hopefully after a month or so of infection, companies realizing that their bottom-lines were unaffected, p…

Personally I have grown so tired of analytics and advertising my personal idea would be to build a plugin that doesn't block anything. But instead it simply visits websites on random topics over time and clicks ads here and there. Slowly degrading the data shitty advertising companies have and ruining ROI. I am starting to do this manually and randomly clicking ads. I honestly need to start doing that on facebook due…

If I'm not mistaken this exists for Firefox. Or at least existed at some point, I guess something like that could get a lot of big players upset

Re: P&G Cuts More Than $100M in ‘Largely Ineffective’ Digital Ads

#17

Post by satori99 »

abritinthebay wrote: post #13
RodericDay wrote: post #4

I've often dreamed of coding up some kind of worm-virus, but instead of stealing data or demanding ransom or corrupting storage, it would just install uBlock Origin on infected computers. Millions of infected people, with zero idea what an "ad-blocker" is, just wondering where all the YouTube ads went. And then, hopefully after a month or so of infection, companies realizing that their bottom-lines were unaffected, p…

You’d lose a lot more companies than that - vast swathes of content producers would go under. Their bottom line absolutely would be affected. This dream would be the single most destructive thing to happen to the internet

> This dream would be the single most destructive thing to happen to the internet

Hyperbole much? That statement is just rubbish.

Personally I think it would be the most constructive thing to happen to the Internet. Hell, maybe even society in general. Advertisers are scum, they ruin everything they touch, and any 'content' producers whose businesses died if this was to occur would certainly not be missed by me.

Re: P&G Cuts More Than $100M in ‘Largely Ineffective’ Digital Ads

#18

Post by tomjen3 »

disc wrote: post #6
colbyh wrote: post #2

A couple of things going on at once - it's hard for old guard companies to compete in digital marketing because consumers are being trained to buy based on reviews, price, and delivery times more than brand. And when you're spending $100M/quarter over a dozen brands all digital marketing is going to be brand marketing. It also raises a question about conversion being a lagging indicator here. It's possible after a fe…

Perhaps it's possible that digital marketing is not all that effective for commodity items? I admit to having brand preferences for laundry detergent and garbage bags, though I like to believe (perhaps wishfully) they are a result of first-hand and family experiences.

My algorithm for that kind of stuff is what is cheapest in the store I am in? I think that is what a lot of people do.

Re: P&G Cuts More Than $100M in ‘Largely Ineffective’ Digital Ads

#19

Post by madeofpalk »

tomjen3 wrote: post #18
disc wrote: post #6

Earlier quoted context omitted.

Perhaps it's possible that digital marketing is not all that effective for commodity items? I admit to having brand preferences for laundry detergent and garbage bags, though I like to believe (perhaps wishfully) they are a result of first-hand and family experiences.

My algorithm for that kind of stuff is what is cheapest in the store I am in? I think that is what a lot of people do.

I'll happily admit I usually go with the 'coolest' looking packaging.

Re: P&G Cuts More Than $100M in ‘Largely Ineffective’ Digital Ads

#20

Post by nitwit005 »

wyc wrote: post #8

Bob Hoffman at the Ad Contrarian called this in January: "P&G To Online Ad World: We've Had Enough" - https://adcontrarian.blogspot.com/2017/01/p-to-online-ad-wor... Digital advertising is rife with (what should be considered) fraud. Advertisers feel as though they are getting fleeced, and the advertising middlemen reap massive margins. The accountability isn't where it needs to be; there are websites that hide ads u…

> there are websites that hide ads under other ads, still reporting displays for all ads per page load.

While people have done that, most ads seem to load load with some JS to confirm if the ad is visible, and if it's above or below the fold.

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