P&G cuts digital ad spend by $200m over viewership worries

Procter & Gamble, the world’s biggest advertiser, last week revealed it had cut digital advertising spend by $200 million because of concerns about viewership data.
Updated 06 March 2018
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P&G cuts digital ad spend by $200m over viewership worries

LONDON: Procter & Gamble, the world’s biggest advertiser, last week revealed it had cut digital advertising spend by $200 million because of concerns about viewership data.
It has piled pressure on digital media companies to be more transparent with their viewership data to better understand how many people see their ads.
“Transparency shone a spotlight on reality and we learned valuable lessons which are driving profound change,” Marc Pritchard, P&G’s chief brand officer said at the Association of National Advertisers’ media conference in Orlando, Florida last week, Reuters reported.
“With transparent viewability data, we learned that the average view time for an ad on a mobile newsfeed is 1.7 seconds — little more than a glance — pushing us to innovate.”
Pritchard revealed that new advertising consumption data had convinced it to reduce digital spending to several big media companies by 20 percent to 50 percent last year.
The consumer goods conglomerate cut digital spending by more $100 million between April and June of 2017.


Israel targets rights groups with bill to outlaw filming of soldiers

Israeli soldiers are under constant attack by Israel haters, says defense minister. (AFP)
Updated 17 June 2018
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Israel targets rights groups with bill to outlaw filming of soldiers

  • Rights groups frequently film Israeli soldiers on duty in the occupied West Bank, documentation the organizations say is necessary to expose abuse by the military
  • A ministerial committee which oversees legislation voted to approve the bill on Sunday

JERUSALEM: Israel moved on Sunday to snap the lens shut on rights groups that film its troops’ interactions with Palestinians by introducing a bill that would make it a criminal offense.
Rights groups frequently film Israeli soldiers on duty in the occupied West Bank, documentation the organizations say is necessary to expose abuse by the military.
A video filmed by Israeli rights group B’Tselem in 2016 showing an Israeli soldier shoot dead an incapacitated Palestinian assailant drew international condemnation and led to the soldier’s conviction for manslaughter in a highly divisive trial.
The proposed law, formulated by the ultranationalist Yisrael Beitenu party in Prime Minister Benjamin Netanyahu’s governing coalition, would make filming or publishing footage “with intent to harm the morale of Israel’s soldiers or its inhabitants” punishable by up to five years in prison.
The term would be raised to 10 years if the intention was to damage “national security.”
A ministerial committee which oversees legislation voted to approve the bill on Sunday. It will now go to parliament for a vote that could take place this week and if ratified, will be scrutinized and amended before three more parliamentary votes needed for it to pass into law.
Yisrael Beitenu leader and Defense Minister, Avigdor Lieberman, praised the committee and said: “Israeli soldiers are under constant attack by Israel haters and supporters of terrorism who look constantly to degrade and sully them. We will put an end to this.”
A Palestinian official condemned the move.
“This decision aims to cover up crimes committed by Israeli soldiers against our people, and to free their hands to commit more crimes,” Deputy Palestinian Information Minister Fayez Abu Aitta told Reuters.
The phrasing of the bill stops short of a blanket ban, aiming instead at “anti-Israeli and pro-Palestinian organizations” which spend “entire days near Israeli soldiers waiting breathlessly for actions that can be documented in a slanted and one-sided way so that soldiers can be smeared.”
Naming B’Tselem and several other rights groups, the bill says many of them are supported by organizations and governments with “a clear anti-Israel agenda” and that the videos are used to harm Israel and national security.
The ban would cover social networks as well as traditional media.
B’Tselem shrugged off the bill.
“If the occupation embarrasses the government, then the government should take action to end it. Documenting the reality of the occupation will continue regardless of such ridiculous legislation efforts,” the group’s spokesman, Amit Gilutz, said.
B’Tselem’s video of the shooting in the West Bank in 2016 led to Israeli soldier Elor Azaria being convicted of manslaughter. He was released in May after serving two-thirds of his 14-month term. Opinion polls after his arrest showed a majority of Israelis did not want a court-martial to take place.