P&G Saves 25% on Digital Advertising Budget
The Procter & Gamble Company (P&G) is optimizing its digital branding initiatives with Sticky, a media technology company that measures which ads are seen and not seen. Working with Sticky, P&G has saved up to 25 percent on its branding campaigns and initiatives.
Accurately measuring the branding performance of digital investments has been an ongoing challenge for consumer goods brands. Krister Karjalainen, head of digital, P&G Nordic, is looking forward to a long-standing relationship with Sticky: "Applying Sticky's tracking to our digital media campaigns will help us to optimize and increase our ROI on digital marketing investments in some campaigns up to 25 percent."
Sticky's eye tracking technology uses regular webcams to track consumer eye movements. This allows P&G to identify which of their digital ads consumers see, and which are overlooked. This new technology is expected to help P&G optimize wasted impressions.
Data shows that 60 percent of all online ads are never seen. The remaining 40 percent are considered "viewable." Of those "viewable" ad impressions 33 percent are never seen by consumers. Sticky's technology measures if an ad is seen, not just in-screen.
One of the research campaigns Sticky conducted for P&G recently won IAB Europe's 2013 Highly Commended Research Award at IAB Europe's Interact conference.
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Accurately measuring the branding performance of digital investments has been an ongoing challenge for consumer goods brands. Krister Karjalainen, head of digital, P&G Nordic, is looking forward to a long-standing relationship with Sticky: "Applying Sticky's tracking to our digital media campaigns will help us to optimize and increase our ROI on digital marketing investments in some campaigns up to 25 percent."
Sticky's eye tracking technology uses regular webcams to track consumer eye movements. This allows P&G to identify which of their digital ads consumers see, and which are overlooked. This new technology is expected to help P&G optimize wasted impressions.
Data shows that 60 percent of all online ads are never seen. The remaining 40 percent are considered "viewable." Of those "viewable" ad impressions 33 percent are never seen by consumers. Sticky's technology measures if an ad is seen, not just in-screen.
One of the research campaigns Sticky conducted for P&G recently won IAB Europe's 2013 Highly Commended Research Award at IAB Europe's Interact conference.
Related Articles:
A.G. Lafley Rejoins Procter & Gamble
P&G Initiates Strategic BI Partnership
P&G Launches New Open Innovation Website