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P&G Will Scale Back On Targeted Facebook Ads

The world's biggest advertising spender, Procter & Gamble, Co., is dialing down on ads on Facebook that target specific consumers, finding that the practice has limited effectiveness, according to a Wall Street Journal report. "Facebook has spent years developing its ability to zero in on consumers based on demographics, shopping habits and life milestones. P&G, the maker of myriad household goods including Tide and Pampers, initially jumped at the opportunity to market directly to subsets of shoppers, from teenage shavers to first-time homeowners. Marc Pritchard, P&G’s chief marketing officer, said the company has realized it took the strategy too far. 'We targeted too much, and we went too narrow,” he said in an interview, “and now we’re looking at: What is the best way to get the most reach but also the right precision?'"

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