CANNES\u2014Marketing has always been about performance, says Procter & Gamble\u2019s Global Media Director, Gerry D\u2019Angelo. So conversations should center not on brand marketing versus performance marketing but about \u201cpoints on the scale.\u201d<\/p>\n

In this interview with Beet.TV at the recent Cannes Lions<\/a> International Festival of Creativity, D\u2019Angelo says he’s had \u201cquite a number of interesting conversations about this and in preceding months where people will want to segment with a very hard line between performance marketing and brand marketing.<\/p>\n

\u201cAnd I think there\u2019s a bit of an analogy also between digital marketing and analog marketing,\u201d D\u2019Angelo<\/a> adds. \u201cThose two things don\u2019t exist in two kind of separate universes.\u201d<\/p>\n

In \u201cvery traditional advertising and marketing,\u201d it was always about performance. \u201cWe were always trying to elicit a response from consumers.\u201d<\/p>\n

What\u2019s different from half a century ago is that \u201cthe response was somewhat delayed and you didn\u2019t have the immediate return path and ability for interactivity with consumers.\u201d<\/p>\n

D\u2019Angelo believes that if marketers can maintain \u201cthat kind of holistic vision that there are points on the scale, I think that\u2019s incredibly healthy.\u201d<\/p>\n

When it comes to campaign KPI\u2019s, he notes that the vast proportion of P&G\u2019s consumer packaged-goods sales still occur in brick-and-mortar stores.<\/p>\n

\u201cI think the key for us is to find ever concrete KPI\u2019s that we can begin to measure consumer response. Whether that\u2019s quality visits to our websites, appointments with beauty advisors in department stores or clicking to download a coupon. If we can continue to move along that spectrum I think we\u2019re going to be in a good place.\u201d<\/p>\n

In a similar vein, D\u2019Angelo talks about the \u201cbig bifurcation\u201d between Game Of Thrones-like, extended long-form content \u201cthat plays out over a number of years\u201d and very short video content on the other end of the scale.<\/p>\n

\u201cI think as advertisers, we should be inspired by that because the traditional workhorse of the thirty-second or the fifteen-second commercial I think is coming under scrutiny. I think we have to respond to that as advertisers and take note of the fact that consumers will want to be much more flexible in terms of how they\u2019re consuming their video content and that we need to respond to that in kind.\u201d<\/p>\n

You can find all of Beet.TV\u2019s coverage of Cannes on this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

CANNES\u2014Marketing has always been about performance, says Procter & Gamble\u2019s Global Media Director, Gerry D\u2019Angelo. So conversations should center not on brand marketing versus performance marketing but about \u201cpoints on the scale.\u201d In this interview with Beet.TV at the recent Cannes Lions International Festival of Creativity, D\u2019Angelo says he’s had \u201cquite a number of interesting […]<\/p>\n","protected":false},"author":17,"featured_media":61322,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8018],"tags":[4213,7993,8058,8087],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/61318"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=61318"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/61318\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/61322"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=61318"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=61318"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=61318"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}