Pretty much the whole of the advertising technology world these days seems to focus around targeting. The better the targeting, the better the results, many people believe.

So when the world’s largest advertising spender pulls back from targeted ads on one of the world’s largest ad platforms, people take notice.

That’s what Procter & Gamble did this summer, when its chief brand officer declared it would change its Facebook strategy: “We targeted too much, and we went too narrow. And now we’re looking at: What is the best way to get the most reach but also the right precision?”

That is a pivot media measurement house Nielsen’s product leadership SVP Eric Solomon endorses.

“The underlying notion is, targeting may be a great tactic to drive certain metrics,” Solomon tells Beet.TV, in this video interview. “But, when you’re a brand advertiser, you can’t forget the top of the funnel.

“You need to have ad campaigns that are geared toward driving the metrics that matter to you as a brand. It is not all about finding that specific target audience that already knows about you.”

P&G’s CEO said it would “get back to making consumers aware of its products and communicating their benefits”.

Marketing theory holds that a typical “purchase funnel” begins with sparking the initial interest of consumer prospects before leading them through consideration to purchase.


This video is part of Beet.TV’s coverage of the IAB MIXX Conference, 2016, presented by The TradeDesk. Please find additional videos from the Conference here.