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May 28, 2014

Procter and Gamble to invests 30% of media spend in digital

Consumer Goods giant Procter and Gamble is   moving more of  its ad dollars into the digital medium, thereby investing almost a third of its media spend in digital, social and mobile as it looks for ways to improve marketing efficiency 

Search and Display to see high spending by Consumer Good  brands

 Executives of Procter & Gamble Co. and Mondelez International both said their companies now spend about a quarter of their U.S. media budgets on digital and plan to keep growing that share as they see improving return on investment. 

 P&G's global brand  head  ,Marc Pritchard  had recently explained about how it has shifted its mindset to “digital back” - campaigns that start in the digital world and build back into the rest of the marketing mix. P&G has previously said that is spends around 35 per cent of its US media budget on digital but has not released a figure for the business overall..

The focus on marketing efficiency comes as P&G, which owns Olay, Pantene and Duracell, saw  declining last quarter with .PG revenues were up by mere 5%YoY   to $22.28bn, down from 2 per cent growth in the previous two quarters. Profits were down almost 16 per cent to $3.43bn.