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Procter and Gamble spent $235 million of its $3.2 billion in measured media last year on internet display advertising, according to WPP's Kantar Media, whose data don't include mobile and some social-media advertising.
Adage reports that Procter & Gamble is set to Buy 70% of Digital Ads Programmatically | Digital - Advertising Age: "Procter & Gamble wants to buy 70% to 75% of its U.S. digital media programmatically by the end of this year, ( RTB : Real Time bidding ) P&G next year plans a similar shift of mobile-ad buying to programmatic buying -- auction-based systems where ads are bought and served across the web to a specific audience in real time."
That's an ambitious goal for the world's biggest media spender and sure to cause brand marketers that have resisted automated trading to reconsider. Until now P&G's use of programmatic buying has been mainly limited to relatively small tests.
That's an ambitious goal for the world's biggest media spender and sure to cause brand marketers that have resisted automated trading to reconsider. Until now P&G's use of programmatic buying has been mainly limited to relatively small tests.
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