P&G’s goal for most brands is to reach close to 100% of adults for its everyday use products. But it’s only reaching about 75% on average now, including 77% of Black, 66% of Hispanic and 59% of Asian American consumers.
Reaching more consumers more effectively in part will come from more investment in diverse-owned, operated and targeted media, Pritchard said.
Avoiding excess frequency is another problem, he said. “We’re still flying with a sheet over the windshield among media providers, with no idea how many times a consumer sees the same ad on the same day across platforms, websites and TV.”
The Cross Media Measurement initiative, a long-in-development set of pilots with VideoAmp and Comscore, could help. Pritchard offered a “big thanks to platforms that have agreed to help pay for and use the system,” adding that P&G and several other companies have done the same and encouraged other marketers to pitch in as well.
“Maybe when everyone participates, and we all get more efficient,” Pritchard said, “the TV broadcasters will join too.”
The Video Advertising Bureau, representing TV networks, has backed out of participating in the CMM initiative, citing what it sees as undue influence from digital platforms funding the effort and lack of adherence to a common measurement transparency standard across media.
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CLARIFICATION: A previous version said the ANA’s study found only 36% of open web digital spending reaches publishers; this percentage referred to consumers (in the form of viewable advertising).