P&G expects to put dollars 2.4bn of adspend into digital formats

Procter & Gamble, the world’s largest advertiser, has forecast that 80 per cent of its dollars 3 billion global advertising budget could be spent on interactive digital media within the next five years.

Procter & Gamble, the world’s largest advertiser, has forecast that

80 per cent of its dollars 3 billion global advertising budget could be

spent on interactive digital media within the next five years.



The projection was made at a digital advertising summit hosted by P&G at

its Cincinnati headquarters last week. The summit, dubbed ’Fast’ -

future of advertising stakeholders - was intended to kick-start a drive

to make the worldwide web a more effective advertising medium.



The dollars 2.4 billion earmarked for digital media by P&G would in

effect be spent on a range of options, not just the web. In particular,

it would embrace interactive digital television.



P&G’s pulling power was much in evidence at the summit. Its major

rivals, Unilever, Clorox and Johnson & Johnson, were all in attendance

alongside other blue-chip companies, including AT&T, Coca-Cola and

McDonald’s. Representatives of these advertisers were joined by

executives from advertising agencies and digital media companies.



The 400 delegates attending agreed to form a 15-strong steering

committee to reach what the conference organiser, Denis Beausejour, P&G

vice-president of advertis-ing in the US, called a consensus on the

future of web advertising.



The committee, called Fast Forward, will tackle issues such as drafting

standards for measuring online audiences, setting uniform ad size

standards for all sites and developing a way to harmonise contradictory

research supplied by various online companies.



The group is intended to become the heart of a new digital advertising

infrastructure. It will ensure standards are implemented and mediate

industry disputes.



Comment, p35.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).