|Why P&G Decided Facebook Ad Targeting Often Isn't Worth the Money
Why is the world's biggest advertiser, Procter & Gamble, changing its Facebook ad strategy? Although it's not cutting back on advertising with Facebook, it plans to buy highly targeted Facebook ads less often.
Targeting to super-specific audiences was expensive but didn't result in a big difference to its business, P&G CMO Marc Pritchard told The Wall Street Journal. The company, whose massive portfolio of household brands includes Tide and Crest, had experimented with Facebook's most sophisticated targeting tools, which allow advertisers to reach a narrowly defined audience.
Some ad industry insiders said there could be more to the public challenging of Facebook, such as seeking leverage in price negotiations with Facebook and others. In 2012, General Motors publicly walked entirely away from Facebook advertising three days before the social network's initial public offering, but returned eleven months later.
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This was originally published on AdAge. A link to the original story follows this post.
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