Procter & Gamble, the world’s largest media spender, is planning on buying 70 to 75 per cent of its US digital media programmatically by the end of this year, according to sources within the company. While the shift is initially planned for online advertising buying, a similar shift in mobile-ad is also planned for next year.
The move, as reported in Advertising Age, represents a considerable shift in focus by Procter & Gamble, who have previously only used programmatic buying in relatively small tests, and may lead to other brand marketers reconsidering their use of automated trading for digital ads.
The plans by the company follow the recent announcement by American Express that they were seeking to switch all their digital ad buying to programmatic, although they gave no timeline for this shift. Procter & Gamble spent $235m (£139m) of its $3.2bn (£1.9bn) media budget last year on internet digital advertising, which doesn’t include its mobile and social media buys.