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.


Arab media union discusses cooperation at Tunis gathering

Members of the Arab States Broadcasting Union meet at its headquarters in Tunis on Saturday. (SPA)
Updated 08 December 2018
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Arab media union discusses cooperation at Tunis gathering

  • The ASBU provides important services to members such as engineering and consulting services

JEDDAH: The executive council of the Arab States Broadcasting Union (ASBU) met on Saturday in Tunis to discuss media-related issues in the Arab world and to come up with suggestions to boost cooperation.

The ASBU provides important services to members such as engineering and consulting services, exchange of radio and television news and programs.

In early 2009, the ASBU officially launched its Multimedia Exchange Network Over Satellite MENOS. As a first of its kind, the MENOS network enables new business models and creates opportunities for its members as well as the Arab region’s potential users.

Last year, it published a book titled “The New Media Age” which addresses the issues of media and information in the digital era, and its different and advanced users.