P & G Marketing Manager Calls Advertisers to Ask More Media – Variety

Procter & Gamble supports products worth billions of dollars, such as Crest, Tide and Pampers. Now he wants another one: safer media.

Marc Pritchard, brand manager for the consumer products giant and one of the most prominent figures on Madison Avenue, on Thursday called on advertisers to demand better content quality and media ratings. His remarks represent the latest call from a spendthrift marketing specialist for the media industry to set stricter standards at a time when new digital sites generate offensive videos, inaccurate public measurements and standards. little transparent regarding the use of influencers, bots and social media accounts.

"Digital media continues to grow exponentially and with them, a dark side persists and, in some cases, has gotten worse," Pritchard said at a conference delivered at a conference held by the company. 39, Association of National Advertisers, an influential advertising group that included more than 650 participants. "The waste persists for lack of transparency and fraud. Seven out of ten consumers say ads are annoying and their deadlock is accelerating. Violations of privacy and the misuse of consumer data continue. Unacceptable content continues to be available and is always viewed alongside our brands. "

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Pritchard is not the first marketing manager to take into account the problems posed by consumer migration to video streaming and social media. Unilever, a competitor of P & G consumer products that markets Ax grooming products and Hellman mayonnaise, asked for a check last June on the authenticity of social media personalities, bloggers, vloggers, and so on. The company also called social media that allow offensive words that stimulate division.

But its concerns come as more and more media and advertisers worry about the problems of using digital media. There are few universal standards for the quality of content or how to measure the audience who sees it. The ramping up of mobile devices and streaming video has created a staggering number of on-demand opportunities and measurement companies like Nielsen and Comscore, while developing new products measuring digital visualization, n & # 39; Have not gained critical mbad in terms of mapping. new consumer behaviors. And this has created an easier way for people who may never have access to a traditional media show like CBS or HBO, to produce video content that is not as focused on rules of decorum or civility.

Even mainstream media leaders are beginning to express their concern. In a speech on Wednesday, Disney General Manager Bob Iger described social media as "the most powerful marketing tool an extremist can hope for, because, by design, social media reflects a vision the narrow world that filters everything that challenges our convictions while constantly validating our convictions and amplifying our vision. deepest fears. "

Among the standards advocated by Pritchard are the purchase of commercial inventory in places where the quality of the content is known, controlled and consistent with the value of a company, and with media that treat editorial comments "in a way that creates a balanced and constructive speech ".

He suggested that advertisers advocate a specific measurement standard that takes into account viewing across multiple media platforms, such as a digital "tag" that can be placed on all ads, for all formats, both on-line and mobile. than on television, and can be used to control the frequency of announcements.

Pritchard suggested that advertisers gain more control in a more chaotic world, which could change the existing relationships between leading marketers and the advertising agencies that serve them. He advised marketers to build internal teams to purchase advertising inventory, decide where to place commercials, and collect more consumer data independently of third parties.

Mr. Pritchard made the remarks at a time when many of the largest media companies in the United States have started soliciting advertising dollars in the industry's "initial" annual sales season, when television networks are trying to sell most of their advertising inventory for the next programming cycle.