NMA: P&G to test paying publishers for ad engagement
September 17th, 2009Posted by Laura Oliver in Advertising, Editors' pick
Procter & Gamble, one of the UK’s biggest advertisers and owner of brands including Gilette and Pampers, is to trial ‘a results-based online ad model rewarding publishers for consumer engagement’.
The changes mean that publishers running P&G campaigns will get more money for engaged users e.g. those who watch video clips or register for newsletters.
Measuring ‘engagement’ will be tricky and several industry figures have said, according to NMA, that clickthroughs are still important.
This does, however, seem to be a step towards developing a new metric for the online advertising industry offering advertisers more than just rising audience figures.
Tags: engagement, online advertising industry offering advertisers, Procter & Gamble, results-based online ad model rewarding publishers, United Kingdom
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September 17th, 2009 at 3:59 pm
It’s great that P&G are using their power to shake things up a little… but this type of payment model will very much depend on the individual campaign’s objectives.
If the ads are being used in a very ATL way (e.g. to raise message association), then arguably you would need to pay for whatever % uplift is actually acheived? Very complicated.
Some of the peeps at Swamp have been discussing this subject at:
P&G shake-up digital marketing