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.