Users of gaming platform Twitch recently got the chance to control three days in the life of a man camping in the woods. The interactive live stream, “Nature Man,” got more than 2.3 million views – a victory not only for Twitch, but also for consumer goods maker P&G, which sponsored the live stream to promote its brand Old Spice.
Gaming is one of the more unusual digital advertising avenues explored by P&G, which had the highest average Digital IQ in L2’s Home Care Index and spends more on ads than any other company in the world. The enterprise estimates that half of its product purchases are influenced by online search or marketing, even though e-commerce accounts for less than 5% of sales. Consequently, P&G is pouring funds into digital advertising – both innovative campaigns like the Old Spice live stream and more traditional ads. The company has more unique display ads and relative impressions than any other home care enterprise, according to L2’s Insight Report on home care enterprise investments.
P&G also set a goal last year of buying 70-75% of digital media programmatically, signaling its commitment to digital. Fellow industry giant Kimberly-Clark has been moving in a similar direction, setting up demand-side platform Turn in 2011 to escape the issues caused by working with digital agencies. Between July 2014-2015, Kimberly-Clark bought 79% of desktop advertising for its Cottonelle, Scott, Kleenex and Viva brands through programmatic channels.
Amazon is one of the major channels for these ads. Along with other home care enterprises like Georgia-Pacific, Procter & Gamble used the e-tailer as an advertising platform, buying sponsored links and product ads as well as standard display ads. Amazon’s digital display ad revenue is estimated to reach $660 million this year.
Walmart enjoyed more popularity as an advertising platform, with more home care brands opting to advertise on the platform over rival Amazon. But Amazon ads were served six times more frequently, suggesting that overall impressions were significantly higher – and that advertising there might be more effective. The effectiveness of sponsoring a game where users control another person’s life, however, is still untested.