Chief brand officer Marc Pritchar slammed TV networks and the “antiquated system” process of buying TV ads during a keynote during the Association of National Advertisers Media & Measurement event.
Instead, P&G has been pursuing more direct deals and programmatic TV buying with networks and other media companies, including minority-owned media.
Experts named T-Mobile, a content creator like Disney, or a streaming-music company dabbling in video like Spotify as potential buyers.
But the experts warned that Quibi would be a hard sell right now. Instead, the company may raise more money or explore other options. “At the end of the day, if there’s any other option, I dont think they’ll sell it,” said Sebastian Blum, partner at the global consulting firm OC&C Strategy Consultants.
Walmart has its physical footprint and a consumer database that grows every time someone uses a credit card or browses the company site and helps brands better target ads.
According to one agency exec, Kroger plays up its first-party data collected through loyalty cards, providing better returns on ad spend than Instacart, Walmart, and Amazon.
