The question seems rather senseless at the first sight as we all are getting more used to find everything online and use TV more rarely. The great amount of information comes to us while surfing on Facebook, reading friends posts and flipping through advertising. However, the world’s largest company P&G is to say that Facebook’s advertising campaigns are segmented too heavy and they don’t provide required results. So why does P&G still prefer ads on TV to targeting advertising on Facebook? Let’s figure it out.

 

The tribute to tradition

P&G was founded in 1837 and since that time it turned into the huge corporation of worldwide known brands. A P&G’s trademark is easy to find on every shelf in the supermarket, as easy as it’s hard to go home without one. Seems like these guys know what they do, don’t they? And there are likely significant reasons for P&G to consider TV as the best place for advertising.

According to Advertising Age, in the US there are only 36 companies which are enable to spend on advertising more than $ 1 billion per year. P&G is an undeniable leader – its expenses on advertising reaches $ 4,9 billion per year. And, just imagine, 2 billion of it P&G spends on advertising on TV! As an old and experienced player, P&G knows all about TV and how to make a profit of it. P&G feels comfortable doing traditional marketing. Besides, P&G is brilliant at making viral popular ads. Let’s remember an Old Spice advertising campaign «Smell like a man, man» launched in 2010.

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This commercial was absolutely success and its quotes were heard on every corner. The success of this campaign is deeply analyzed here. Jess Monsey, the director of Wieden+Kennedy Portland which hold the commercial, said that it was exceedingly important to attract attention of all age groups of men: “A big question for us at the time was the name and whether the brand could be relevant to young men moving forward. An early and key decision was to turn this perceived weakness into a strength. With its 70-year brand heritage Old Spice was ‘experienced’ and well positioned to be an expert on masculinity and being a man.» And here comes the main thing about advertising on TV and P&G’s aim. P&G is willing to reach everyone, its products should appeal to the broad audience. But can digital advertising on Facebook work for it?

 

«We targeted too much, and we went too narrow»

That’s what was said by P&G CMO Marc Pritchard. The unique aspect of Facebook advertising – targeting advertising – seems not very attractive for P&G. There is a good example of P&G’s failure promoting air freshener Febreze on Facebook. It was no success until the campaign started to include everyone over 18. It doesn’t mean that advertising campaigns on Facebook are ineffective: $6.2bn in advertising sales in Q2 is something to be proud of. However, if Facebook needs P&G as a client and P&G is interested in advertising in digital media, they have to create new ways of advertising for everyone in digital media. And obviously they are already working it out.

 

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Changing of direction

Sure that P&G wants to fully utilize tools that Facebook suggests. As for the latter, it says that relationship with P&G develops and grows each year. P&G shows that it’s truly interested in digital marketing, moreover – P&G needs it not to lose its weight. P&G CEO Bob McDonald’s aim is to make P&G the most digitally savvy company. He took a post in 2010 and it was he who said it’s necessary to build digital capabilities. But there is no time to waste: competitors, such as Unilever, L’Oreal, Estee Lauder and others are already building their own partnership with Google and Facebook.

Some experts say that the market is no longer afraid of P&G and doubt it can digitize the whole system. But P&G seems not to have a doubt. Procter & Gamble is still the most influential companies. So let us see what can be done to maintain the superiority.

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