P&G eyes OTT and gaming

Procter & Gamble is increasing its spending on OTT services and gaming platforms, according to chief brand officer Marc Pritchard. 

Why’s that?

He told Bloomberg News that OTT spending is “a definite trend” and suggested these channels offer a better ad experience for consumers, with a lighter ad load and, in some cases, the ability to work together to create ads that are more relevant for a particular show. He also noted that gaming is becoming “a more relevant platform” for some of its brands. 

What else did he say? 

• Pritchard also flagged increased spending on programmatic, audio – because of the rise of podcasting – and search.
• For certain brands – Microban 24, Dawn and Downy – how-to videos have been “incredibly effective”.
• P&G is focused on the creation of “smart audiences”, based on consented first-party data that can be matched with profiles on digital platforms. “We still want to reach a lot of people but we want to do it with greater precision.”

Key quote

“Television still provides mass reach. What I think we’re seeing, though, is the ratings continue to decline and there’s a greater shift to streaming, a greater shift to digital. It’s just a matter of time before it starts to get to a place where we’re going to be able to automate a lot of these things.”

Sourced from Bloomberg