Bola Awoniyi says, “Heavily segmented Facebook campaigns do not always deliver superior results.

At least this is the message coming from P&G, the world’s largest advertiser and Facebook’s dream customer.

While the CPG giant has said that it won’t be reducing its Facebook ad spend, it will be doing less targeted advertising, instead opting to spend more on TV campaigns.

So why would P&G be making this move in the face of trends that suggest TV viewership is going down, while Facebook and its catalogue of apps continue to eat up more of our attention?

Facebook targeting is amazing: if you aren’t selling to everyone

You only need to look at your Facebook newsfeed to appreciate how well Facebook shows you content you want to consume, organic and paid”.

What can P&G and Facebook teach us about the reality of targeting and the future of TV ads?

Econsultancy

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