Get better or get blocked. Procter & Gamble has joined other multinationals to help aunch the Coalition for Better Ads, which seeks to develop and implement global standards for online advertising.
The Cincinnati-based maker of brands such as Tide detergent and Crest toothpaste joined with Unilever, Google, advertising trade associations and others to create the coalition.
Coalition for Better Ads came about after marketers and their online providers realized that consumers just don't like online ads. About 26% of people who surf the web in the United States are expected to use ad blockers this year, up from 20% last year.
According to Nancy Hill, CEO, American Association of Advertising Agencies, advertising professionals and marketers need to look at themselves to understand why consumers aren’t responding to some types of ads and figure out how to correct the issue.
P&G spent $7.2 billion on advertising last year, about 33% of it online.