The inventor of soap operas will no longer be advertising on them and instead will be focusing on social media.
Why spend huge amounts of money on expensive TV ads that use a shotgun approach to reaching potential product buyers when you can reach them one-on-one at a lower price?
If a mega-advertiser like Procter & Gamble is making such a major shift in strategy, others are sure to follow. That could dramatically change the landscape of not only advertising, but the program content it supports.