- Many years ago John Wanamker famously said “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Today NMA reported that Procter & Gamble, has become one of the first companies to launch a results-based online ad model rewarding publishers for consumer engagement. Is this surprising? perhaps not – P&G is one of the world’s greatest innovators.
The article said:
“An updated media brief issued to media owners in the last few weeks introduced a remuneration model based on defined measures of engagement. P&G, which owns brands such as Gillette, Pampers and Pantene, will now pay publisher sites running its campaigns more money for engaged users – for example, those who go beyond viewing ads and sign up to newsletters, play games or watch videos”.
The article discusses mixed reactions from publishers to the new CPE (cost per engagement) model. It will be interesting to see if any advertisers in Australia follow suit.
P&G
Interested to read more about P&G the company? read about their new ‘Values’ strategy written about recently in the Harvard Business Blog