P&G to work with Sticky to measure and ensure its digital ad campaigns are seen
Consumer packaged goods company P&G has announced it is to start optimising its digital brand campaigns with media technology company Sticky, saving itself 25 per cent in digital marketing investments.
The appointment will allow for P&G to effectively and accurately measure the branding performance of its digital investments, with Sticky feeding back which ads in a campaign are seen, and which are not.
Of the partnership, P&G Nordic, head of digital, Krister Karjalainen, said: “Applying Sticky's tracking to our digital media campaigns will help us to optimise and increase our ROI on digital marketing investments in some campaigns up to 25 per cent.”
Darren Hamer, managing director of Sticky UK, commented: “Data shows that one third of all viewable impressions are never seen by anyone. Don’t settle for in screen when you can be seen.”
Hamer added that Sticky was “proud” to have P&G as clients “embracing this new technology that will revolutionise the way online ads are being planned, purchased and evaluated.”