P&G’s strange view of online advertising
Posted on August 11, 2007
Filed Under measurement, new media age |
I was astonished when I read an interview with Proctor & Gamble’s Marketing Director, Roisin Donnelly, in NMA. This was the part that really knocked me back:
“A big barrier [to spending more online] is measurement,” she said. “We know how to measure TV, we know what the ratings are. Online has been slower to set up measurement systems, even though ISBA is working on it now.”
It would be a lot more accurate to say:
“We have a wild stab in the dark when we measure TV, we know what the ratings are, give or take 75%”
TV measurement is laughable compared to the data that comes from online. I understand that there’s still nothing like the telly to deliver massive reach, but don’t pretend that the numbers that come from the BARB panel are in any way accurate.
Chris Lake from e-consultancy does a great job presenting the case for the defence.
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