The paper-making giant Georgia-Pacific may not seem like an obvious brand for audio advertising. But as the maker of toilet paper, napkins, and paper towels has looked to bring more efficiency to its media spending, the path has led to digital audio. And Georgia-Pacific plans to spend significantly more to promote its brands, which include Angel Soft, Dixie, Quilted Northern, and Brawny.
Javier Bustillos, Senior Director of Integrated Marketing at Georgia-Pacific, tells Digiday that the brand plans to “double or triple” its investment in digital audio during the next three years.
“Streaming audio is growing in penetration with consumers,” he said. “Time spent with streaming audio is growing.” Georgia-Pacific first tested digital audio advertising two years ago, and after seeing positive results, it is reportedly now planning to begin using audio advertising across all its consumer-facing brands.
Georgia-Pacific does its media buying in-house, with estimates that it spends between $30 and $50 million a year. Bustillos told Digiday that by shifting ad dollars to lower-cost media channels, such as audio, and placing ads through programmatic channels, they have seen no loss of market share. “We saw improved effectiveness in our digital media as well, just by having more control over campaign setup and optimizations on a regular basis,” he said.
Georgia-Pacific is said to also be increasing its media spending in paid social media and YouTube as it moves marketing dollars away from other channels.
Bustillos explained that Georgia-Pacific typically tests on one brand and one platform withing a media channel as part of a budget it sets aside for experimentation. Based on those results, he says, they decided whether to scale it up, stop it, or to continue learning. While the company is not saying a lot about its testing or strategy, its move to significantly hike the amount of money spent in digital audio makes it clear that the medium’s effectiveness was pretty clear.
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