Bricleir | In-Market Pilot Opportunity: "Fast Forward: The Future of
In-Market Pilot Opportunity: "Fast Forward: The Future of Advertising and Data"
Procter & Gamble
Closed: Submissions closed on 5/14/2021
Unmet Need | Partnership Opportunity

Business Background: 

For several years, P&G has talked about the possibility of a world without ads as we know them today. The last year has massively accelerated systemic changes in the way customers access and consume content. Those changes have heightened the need to rethink how we advertise and engage consumers to build our brands and use data to deliver targeted and relevant messages that truly matter. 

COVID-19 sped up changes in media and content consumption and altered consumer habits in an unexpectedly rapid way. E-commerce and online shopping became the norm. More than 40% of millennials use ad blockers and an increasing number of consumers are subscribing to OTT streaming services that have no advertising. At the same time, consumer privacy demands are at an all-time high and the demise of third-party cookies, along with Google’s recent decision not to enable new, individual level targeting ID capabilities, creates challenges for robust audience creation, forcing brands to rethink their communication and data strategies.

Business Challenge / Needs Definition: 

P&G’s top brands in North America would like to explore the future of advertising and rethink how our company engages consumers so our brands are more useful and more interesting to consumers, and overall remain top of mind in consumers’ hearts. We are seeking to create novel brand experiences, test new communication and delivery methods, work without cookies, etc. We want to partner with new solutions that can help us navigate and be successful in the future of a world without ads. 

There are 4 key areas where we would like to focus on finding innovative solutions: 

  • Gaming & eSports – How might we create interesting, useful experiences within games? Specifically advanced brand integrations (like owned & integrated experiences within games, AR/VR, and eSports), use of character IP to virtually influence game mods, and enhanced direct response capabilities for e-comm, etc. 

  • Data-driven personalization – We seek new ways to enrich our 1st party data and build new/better audiences in a post-cookie world. In addition, we want to use AI to create better content for target audiences. We have interest in orchestrating personalized consumer journeys and delivering personal content in more places and more consistently across omni-channel (e.g., personalized content on OTT, Digital OOH, etc.). 

  • Social Commerce & Livestream Commerce– We want to learn about new seamless shopping experiences for our brands, including one click selling on social and other media channels as well as retailer-agnostic options. We also want to partner on Shoppertainment and the confluences of Entertainment + Commerce + Content. 

  • Immersive Experiences & New Ad Models– How might we reach consumers with more useful and interesting ads using gamification mechanics, interaction, new influencers models (e.g., virtual) or value exchange. We also want to explore immersive, seamless offline-to-online journeys that drive deeper engagement (e.g., QR codes, AR/XR) to educate consumers on our products and change behavior/habits 

Relevant technology domains may include, but are not limited to: 

  • Gaming & eSports 

  • Social Commerce 

  • Digital Advisors 

  • Data-driven Personalization 

  • Gamification & Rewards 

  • Interactive Retail Tech 

  • Livestreaming Commerce & Live Video 

  • Augmented & Mixed Reality 

  • Immersive Storytelling 

  • New Ad Models such as rewarded ads, interactive ads, etc. 

  • Behavioral/Contextual Targeting 

  • Dynamic / Automated Creative 

  • Next Gen Influencer Marketing such as micro/nano influencers, virtual influencers, AI influencer management, etc. 

  • Content Production & Automation 

  • Zero-Party & First Party Data Capture 

ROI expectations

The Ask:
If you have ideas and supporting technologies that you believe can deliver disruptive solutions to this challenge, we want to hear and partner with you. Where there is a good fit, we are looking to drive agile in-market pilots in North America with the goal of scaling successful solutions. All ideas and submissions will be fully reviewed by our team.

Startups chosen (15-20) will be a part of a live lab pitching to 10 brand teams. This brief alone will likely generate 8-12 paid pilots.

Note: Startups applying must have a presence/ability to immediately activate in North America.


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