A few years ago, both P&G and Unilever pulled over $100 million each out of digital and social media advertising and still met their sales and profit objectives. The CMO's for both companies were concerned about specific difficulties with these media, which included: Advertisements were appearing next to objectionable or inappropriate content Cost per exposure was higher than traditional media Viewership numbers were inaccurate Social media users were younger than their targeted demographics

A few years ago, both P\&G and Unilever pulled over $100 million each out of digital and social media advertising and still met their sales and profit objectives. The CMO's for both companies were concerned about specific difficulties with these media, which included: Advertisements were appearing next to objectionable or inappropriate content Cost per exposure was higher than traditional media Viewership numbers were inaccurate Social media users were younger than their targeted demographics