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