More and more clients will
Posted: Tue Feb 04, 2025 6:37 am
The decision does not mean that everything will be shifted towards digital in the future. Rather, it is a step forward in the discussion about the impact of advertising. Print or digital? TV or DOOH? want to move away from such questions about disciplines and channels. They must reach their target groups - wherever they are - and be able to see in black and white from business figures that their advertising is effective. Contact numbers are no longer enough. What counts is the sales and margins of the advertised product.
The decision by Procter & Gamble (P&G) at the belarus rcs data beginning of August also points in this direction. The American consumer goods manufacturer, with one of the largest advertising budgets internationally, cut the money for Internet advertising. The reason: the millions invested were largely ineffective. P&G now wants to conduct basic research into the question of which channels and platforms can be used to better reach the target audience ( persoenlich.com reported ).
If agencies want to respond to these signals, they must view the media genres and channels equally and not book where the margins are particularly high, to their own advantage.
The decision by Procter & Gamble (P&G) at the belarus rcs data beginning of August also points in this direction. The American consumer goods manufacturer, with one of the largest advertising budgets internationally, cut the money for Internet advertising. The reason: the millions invested were largely ineffective. P&G now wants to conduct basic research into the question of which channels and platforms can be used to better reach the target audience ( persoenlich.com reported ).
If agencies want to respond to these signals, they must view the media genres and channels equally and not book where the margins are particularly high, to their own advantage.