Procter & Gamble Co. (PG -0.52%) said that its move to cut more than $100 million in digital marketing spend in the June quarter had little impact on its business, proving that those digital ads were largely ineffective.
Almost all of the consumer product giant’s advertising cuts in the period came from digital, finance chief Jon Moeller said on its earnings call Thursday. The company targeted ads that could wind up on sites with fake traffic from software known as “bots,” or those with objectionable content.
The question here is whether or not this is the beginning of a larger reconsideration of digital advertising value — and its translation in to meaningful sales of products. Facebook targeted advertising, advertising directly on content producing websites and objectionable content websites were named specifically as areas where scaling back was occurring en masse.
The Proctor and Gamble cuts will probably send some shock waves that cause others to reconsider spending in similar ways. I think digital ad spending, especially on content producing sites and highly targeted ads, is an area that deserves attention as we keep our eyes on an expensive domestic stock market that was led higher in part by expansion of ad revenue in the tech sector.
Full disclosure: No position long or short in Proctor and Gamble. Short position against NASDAQ 100.