Mobile Advertising

Customer Centricity Defines Procter & Gamble’s Advertising, E-Commerce, and Digital Content Strategy

It is an understatement to suggest that Australians' shopping habits have fundamentally changed in the last year. Cartology, a subsidiary of Woolworths Group, collaborated with FMCG research firm Advantage Group to survey 40 of Australia's FMCG leaders about the changing environment of customer needs and engagement. Their resounding response was that digital is the new front door of a retail company, and the new world is one driven by the customer. Woolworths' insights support this as well.

Woolworths, Cartology, and brands will explore how the industry responds to a year of customer transformation in a three-part series.

Zulfiqar Mahar, vice president marketing for P&G Australia and New Zealand, says that the fast-moving consumer goods business has seen massive shifts in customer behavior over the last year, with many of those habits and routines here to stay. The shift to digital platforms in the way consumers search for, engage with, and purchase brands have been a recurring topic among Australian shoppers.

Mahar's main takeaway is that customer-centricity is even more important in times of uncertainty and change.

P&G has adapted to seismic changing consumer behavior by reinventing how it builds brands. For example, consumers today see ten times as many advertising messages as they did a decade ago. Thus P&G needed to rethink advertising, including making messages more impactful and with less clutter.

P&G's ability to bring content to life in digital environments and beyond has never been more essential in this context. P&G wants to expand the amount of pull-based content it wants customers to engage with, and that content must be personalized to the context and media platform for each consumer group. According to Mahar, P&G's successful examples of this approach include Gillette Direct, the Oral B AI app, and the Olay Skin Advisor, which offer the company more direct, one-on-one engagement with consumers.

In addition, the way messages are conveyed via media platforms has been reinvented to provide mass reach with targeted precision - no easy accomplishment for a company whose goods are used by 95% of the population; it is a case of effectively conveying a message with regularity while avoiding wastage.

Personalization is also important since customers want brands to interact with them directly, but there is a need to avoid being too familiar, according to Mahar.

Key trends have also influenced P&G's marketing approach in digital adoption and usage. As customers gain confidence in shopping online, they seek products to buy and depend on the views of other product users. P&G aims to integrate search across many platforms, including stores, to answer all of the questions customers have about brands, providing a seamless experience that is also more efficient.

P&G is also attempting to increase efficiency and effectiveness in digital media and advertising spending in e-commerce by matching content with context to maximize relevance and attention.

All of P&G's marketing, advertising, and digital strategy changes are viewed through the critical lens of customer-centricity.

Spotlight

Spotlight

Related News

Ad Tech and Martech

DeepIntent Launches DeepIntent Copilot, AI-Powered Recommendations and Insights to Usher in New Intelligent DSP

PR Newswire | September 12, 2023

Healthcare advertising technology leader DeepIntent announced the launch of DeepIntent Copilot, a groundbreaking step toward more integrated and intelligent healthcare advertising using connected artificial intelligence (AI). Seamlessly bridging media spend and clinical outcomes, Copilot is a new tool that works alongside marketers to offer actionable insights and recommendations that optimize marketing decisions and drive more relevant connections with patients and healthcare providers (HCPs) across the path to prescription. Driven in part by digital access, patients are now active participants in their health journey, offering pharma marketers more opportunities to activate cohesive, data-driven strategies across patients and their HCPs. However, that data is often siloed within numerous point solutions, which makes it challenging for brands to know they're reaching the right HCP and patient audiences with maximum efficiency and performance. Additionally, their investments are equally fragmented across various channels and partners, each with nuances that often result in measurements that are too delayed to be actionable. DeepIntent's unique ability to connect data across planning, activation, and measurement has already begun to solve these challenges. DeepIntent Copilot builds on this foundation using generative and connected AI to create an interactive experience that surfaces meaningful insights and recommendations based on real-time media data tied to clinical outcomes. The result is a platform that empowers healthcare marketers to streamline campaign activation and focus their media investments on the audiences and strategies that drive measurable growth and ultimately improve patient outcomes. Examples of DeepIntent Copilot driving performance and efficiency include: Pre-optimizing campaigns with audience recommendations that maximize performance against specific goals, like audience quality and verified patient reach Maximizing media investment during activation with campaign and channel insights rooted in real-world clinical outcomes Generating recommendations to traders for enhancing scale and performance forHCP and patient campaigns Evaluating the value of millions of ad opportunities per second and prioritizing those that drive higherAQ and increase scripts "AI remains artificial unless you have fully integrated data and solution connectivity, which DeepIntent's platform provides. DeepIntent Copilot marks the dawn of a new category of DSP: an intelligent DSP which supercharges all existing advantages of a healthcare DSP with AI. Our platform already allowed marketers to do it all in one place. By having AI everywhere, we simplify campaign planning and reduce the time required to achieve positive ROI by giving marketers and their agencies the tools they need to be dynamic. This allows them to detect and anticipate changes in the marketplace and adapt their campaigns and strategies in real-time," said Chris Paquette, Founder and CEO of DeepIntent. To learn more about DeepIntent, visit www.deepintent.com/. About DeepIntent With a core belief that advertising technology can measurably improve the lives of patients, DeepIntent is leading the healthcare advertising industry into the future. Built purposefully for the healthcare industry, the DeepIntent Healthcare Advertising Platform is proven to drive higher audience quality and script performance with patented technology and the industry's most comprehensive health data. DeepIntent is trusted by 600+ pharmaceutical brands and all the leading healthcare agencies to reach the most relevant healthcare provider and patient audiences across all channels and devices. For more information, visit DeepIntent.com or find us on LinkedIn.

Read More

Advertiser Platforms

Alliant Launches New Streaming TV Subscriber & Viewership Audiences for Advertisers

EIN News | September 13, 2023

Alliant, the leading transaction-driven audience company, today announced the launch of a brand-new set of industry-leading audiences covering TV subscriber and viewership categories, paving the way for advertisers to deliver targeted advertising based on consumers’ streaming habits. The launch includes more than 250 audiences modeled from subscription and viewership data in combination with real transactional, demographic, and lifestyle insights. Alongside Alliant’s existing offering of more than 2,000 audiences, advertisers now have access to a growing number of TV-specific audience solutions for use across major platforms in programmatic, addressable TV, social, direct mail, and email channels. New categories within this launch include subscribers by service, audiences based on streaming subscription behavior such as loyalists and switchers, and known/deterministic TV viewership by genre, movies & shows, smart TV manufacturer, and more. “Streaming TV has permanently altered consumer behavior and changed the media landscape, and advertisers are eager to find new forms of data that help them monetize the shift,” said Donna Hamilton, Chief Innovation Officer, Alliant. “Alliant is thrilled to expand upon our audiences to offer a more comprehensive set of TV viewership segments that can help advertisers navigate these new and emerging behaviors. By opening the door to subscriber and viewing habits, we can help brands align their products with certain content preferences, while also opening the door for the streaming services themselves to better reach their customers or lapsed subscribers.” Alliant’s TV segments are available across all major data exchanges, TV Platforms and DSPs, including LiveRamp Data Store, Beeswax, Freewheel, Cadent, Madhive, and The Trade Desk and can be pushed to any MVPD, Programmer, or Broadcaster. Join Alliant at the Advanced Advertising Summit as part of NYC TV Week. About Alliant Alliant is trusted by thousands of brands and agencies as an independent partner bringing a human element to modern data solutions. The Alliant DataHub — built on billions of consumer transactions, an expansive identity map, advanced data science and high-performance technology — enables marketers to execute omnichannel campaigns with responsive consumers at the center. Data security and privacy have been core values since day one, and we continually validate our people, processes, and data through meaningful certifications such as SOC2, IAB Tech Lab Data Transparency, NAI Membership, NQI certification from Neutronian, and quarterly quality scoring with Truthset.

Read More

Ad Tech and Martech

OpenX Teams up with Cedara to Become the First Adtech Platform to Deliver a Complete Programmatic Campaign Emissions Solution

Business Wire | October 05, 2023

OpenX Technologies, Inc., one of the world’s leading omnichannel supply-side platforms, today announced a milestone partnership with Cedara, the Carbon Intelligence Platform. With this integration, OpenX becomes the first digital advertising company to offer automated emissions measurement on campaigns, reduced campaign emissions, and a custom carbon offset portfolio solution for remaining campaign emissions via Cedara’s platform. By pairing Cedara’s media emissions reduction and offset capabilities with OpenX’s status as the first Net-Zero adtech company, this partnership leads the industry’s sustainability initiative with best-in-class solutions for measuring and reducing emissions both at a corporate level and in media distribution. This fully integrated solution will enable buyers to: sync organizational emissions data with media buys access highly curated and third-party certified projects achieve transparency and customization into how and what offsets are leveraged through the creation of custom offset portfolios seamlessly onboard and measure emissions from OpenX’s campaigns Cedara provides automated omnichannel emissions measurement and deep business intelligence across both organizational and campaign-level emissions for advertisers and the media supply chain. Paired with OpenX’s comprehensive media activity data, this partnership enables transparent and accurate emissions measurement to deliver a truly sustainable supply path for buyers. We are thrilled to partner with OpenX, as they have a long-term commitment to sustainability and are consistent innovators. Our partnership gives buyers an end-to-end, sustainable programmatic product that they simply can’t get anywhere else, said Eric Shih, COO at Cedara. “With Cedara, we are able to offer an end-to-end solution that enables brands to measure the impact of their digital activity and provides control over and transparency into how and where quality offsets are used while delivering performance across our publisher portfolio,” said Joseph Worswick, VP EMEA and Head of Global Sustainability at OpenX. “In keeping with OpenX’s commitment to our own emissions reduction, we’re excited to see more businesses successfully build sustainability solutions as it shows the demand from digital advertising is growing.” About Cedara Cedara, founded in 2021, is on a mission to help businesses decarbonize and to build a more sustainable future for society. With its end-to-end climate management software platform, Cedara enables organizations of any size, along with their employees, to measure, reduce, offset and report on all carbon emissions. Cedara adopts a high-impact, data-driven approach to develop transformative solutions for enterprises and their partners to accelerate the shift to a climate-friendly economy. To learn more, please visit cedara.io. About OpenX OpenX is a supply-side platform that is a leader in advertising technology, and is helping to create a world where the open web thrives. The company powers advertising on web, mobile, and connected TV formats, enabling marketers to reach their target audience across OpenX’s global network of publishers. OpenX works with more than 130,000 premium publisher domains and receives more than 300 billion ad requests every day. OpenX is a certified CarbonNeutral® company and is verified for having fulfilled their SBTi Net-Zero targets. Visit the company’s website at www.openx.com.

Read More