Inside P&G’s connected TV advertising strategy

An overview of Procter & Gamble’s approach to connected TV, its concerns over ad fraud, and understanding how to combine brand building with precision marketing.

Where eyeballs go, advertising will quickly follow – and so it is proving with connected TV (CTV). Over 35% of internet users globally are able to watch video content through an internet-connected television – 25% of those via a smart TV device – while CTV penetration has topped one-third of households in the US. Brands are now beginning to pay attention.

Procter & Gamble is one of the major advertisers exploring the possibilities of CTV. Speaking at Innovid’s ‘The Future of TV is Now’ fringe event at Cannes Lions (Cannes, June 2019), Gerry D’Angelo, P&G’s Global...

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