Sep 2, 2016

We still need to learn about effects of targeting

P&G took parts of their targeted advertising off Facebook (still spending huge amounts there) and just yesterday a German "Head of Digital" and "Senior Media Manager Europe" from Müller Milch (a dairy FMCG) published a rant about how digital sucks (link in German). What no one seems to care about that targeting on a level that is possible on Facebook is relatively new. We have to learn how to build media plans that include offline, traditional online and targeting. Seems to be a complicated thing, and I am happy about any data we get that offers some insights. Like this article, where for example it is stated that if you bombard a consumer with 40+ views of your banner within a month, sales actually decline.

http://adage.com/article/print-edition/killing-brands-softly-optimizing/305543/