MERCADEO Versión en español
P&G´s new strategy proves that agencies are still necessary for the programmatic market
Manuela Walfenzao| 14 de diciembre de 2015
P&G seleccionó a Omnicom para manejar su estrategia de mercadeo programático
Procter & Gamble recently moved to Omnicom, with its US$2 billion anual budget for media buying. This reveals that agencies continue to be necessary for handling programmatic marketing. P&G is one of the advertisers that has invested the most in programmatic marketing technology in the last two years, threatening to bypass traditional media holding companies. But the role of these companies is crucial in this increasingly complex and automated world.After P&G’s review, Omnicom and the other bidding agencies realized that the company was looking for an agency to help them develop their programmatic strategy, as opposed to finding ways to manage it on their own.According to a spokesperson from the organization, Omnicom won the account in part because of the strong technological component of their business, known as Annalect. This platform matches brand data with the ad inventory available on the web.Brands are starting to reconsider how much ad technology they can handle in house and where their expertise lies. They have also realized that signing up with tech partners is not enough to fully develop their programmatic marketing. They need data scientists on staff and relationships with all the buying platforms.
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