Procter & Gamble is taking step back on its social media advertising strategy, as the Chief Marketing Officer announced: “We targeted too much and we went too narrow, and now we’re looking at: What is the best way to get the most reach but also the right precision?”
He emphasized that Facebook spending will not be cut, though targeted ads will only be deployed on an as-determined basis going forward. The company additionally plans to cut back advertising on lesser-reach digital properties.
The news comes as Facebook earlier today introduced improved ad-control customization and ad-blocking initiatives.
Targeted advertising is a distinct and major feature of Facebook’s revenue model and with this new approach by a major global partner, it will be interesting to see if others begin to adopt comparably more broad-based strategies.
