Procter & Gamble, the fast-moving consumer goods manufacturer, believes that cross-media measurement would have significant benefits for consumers as it leads to outcomes like reduced duplication and optimal frequency.
Kanishka Das, Procter & Gamble’s global eBusiness analytics and insights leader, discussed this subject at the Association of National Advertisers’ (ANA) 2020 Media and Measurement Conference.
“The first, and the foremost, reason why we need cross-media measurement is we need to do the right thing for the consumer,” he said.
Drilling down into this argument, he suggested that cross-media measurement will help avoid many of the annoyances that currently define the advertising ecosystem for brands and their audiences alike.
“Being able to have de-duplicated reach and frequency, and having a full view of the consumer, is how we do the right thing,” said Das.
P&G is famous for its emphasis on consumer insight, and its emphasis on cross-media measurement reflects this principle, as it focuses on the customer, not the technological requirements.
“Success will be a full view of the consumer and their viewing behaviour across platforms,” Das told delegates at the online ANA conference.
“I want to successfully deliver great ad experiences for consumers to keep them engaged in our great content, with utility, with entertainment, and with useful information about our brands.”
To achieve those fundamental goals, he added: “This measurement [system] needs to be open, transparent, and complete.”
For their end of the transaction, Das said: “Advertisers need to have the confidence that our media dollars are invested to get the most effectiveness and the most efficiency with the best reach.”
And, when that happens, “we want to make sure that our publisher partners are rewarded for delivering the highest levels of reach and engagement”.
And Das was clear about the costs of the current, fractured measurement environment. “We are not able to do the right thing with consumers,” he insisted.
“We are hearing from the consumer, but we are turning them away. We are bombarding them with irrelevant messages. We are bombarding them with too much repetition in advertising. And we need to stop that.”
For more details, read WARC’s in-depth report: P&G’s eBusiness analytics chief: Consumers the real victim of cross-metric paralysis
Sourced from WARC