OOH company trolls P&G’s Marc Pritchard about viewability

Lamar Advertising is targeting P&G's Marc Pritchard with personalized OOH ads

Last week, Procter & Gamble’s chief brand officer Marc Pritchard outlined the company’s plans to fight ad fraud, review media agency contracts and adopt industrywide viewability metrics, all of which are part of P&G’s broader strategy to regulate a decidedly messy digital landscape that has ultimately hurt advertisers.

In response to his statements, Lamar Advertising – an out-of-home company that provides ad space on billboards, bus shelters and the like – has launched a clever self-promotional campaign that has a target audience of one: Marc Pritchard.

By putting up billboards around P&G’s Cincinnati headquarters that say “Hey Marc, This Ad Is Real,” the company is hoping that Pritchard will reevaluate the effectiveness of out-of-home advertising – particularly in light of the many headaches that digital media has brought along with it.

The billboards, which direct Pritchard to the website feelthereal.org, are part of an ongoing out-of-home campaign that the Outdoor Advertising Association of America (OAAA) launched in 2015 during Advertising Week New York. Called “Feel the Real,” the effort is backed by out-of-home companies like Outfront Media and is meant to illustrate the point that out-of-home ads can actually enhance a brand’s digital strategy. According to a video on Feel The Real’s website, 30,000 unique visitors visited feelthereal.org during the first six weeks of the campaign’s launch, with 40% of them being media and advertising professionals.

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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she primarily covers independent agencies and B2B marketing. She also oversees The Drum’s “Independent Influence,” a weekly series that spotlights the work, perspectives and inspirations behind independent agencies. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal. She is a graduate of the City University of New York’s Graduate School of Journalism.

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