Billboards Target P&G’s Marketing Boss In Response To Fake Ad Claims

Billboards Target P&G’s Marketing Boss In Response To Fake Ad Claims

The Outdoor Advertising Association of America (OAAA) has had a less than subtle dig at Proctor & Gamble’s chief brand officer who raised concerns about ad viewability by erecting a massive billboard
directly opposite his office that inferred outdoor numbers couldn’t be faked.

Last week, P&G’s Marc Pritchard raised concerns – reported on B&T – about media agency numbers and digital ad fraud. In response, the OAAA has put up six billboards near P&G’s (the world’s biggest ad spender) headquarters in Cincinnati screaming: “Hey Marc, This ad is real.”

The campaign was created by Partners & Napier in  New York and a spokeswoman for Pritchard admitted her boss had indeed seen the ads. “We agree. The ad is real,” she said.

What the general public – who’d be none the wiser to Pritchard’s comments – made of the campaign is yet to be seen, however, OAAA’s CMO, Stephen Freitas, said it showed how OOH could be very targeted.

“It’s a perfect complement to the digital space, because it’s out there in the real world and can help guide you to some of that digital content,” Freitas said. “It’s also a great use case to say look at how targeted out-of-home can be.”




Latest News

The Mars Agency Announces Latest Findings Of Retail Media Report Card
  • Advertising

The Mars Agency Announces Latest Findings Of Retail Media Report Card

The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
  • TV Ratings

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick

A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]