Procter & Gamble is planning to spend between 70% and 75% of its digital media budget on programmatic buys by the end of this year, and it anticipates a similar move for its mobile-ad budget in 2015, according to a news report.
Advertising Age reported that “people briefed” on P&G’s plans had revealed this information, and also indicated that the firm would pursue a similar strategy with regard to buying mobile advertising next year.
When a brand owner of P&G’s stature decides to embrace programmatic, Advertising Age said, it was surely time for those marketers that have so far resisted automated trading to reconsider their stance.
The issue of programmatic buying is an increasingly hot topic, albeit one that few people in the industry appear to fully understand.
A recent study by the Association of National Advertisers and Forrester Research found that more than half (55%) of client-side marketers lacked a clear understanding of the term or needed to know more about how to apply it to campaigns. Another 12% hadn’t heard of it at all.