The short version

Dominic Field predicted on October 5, 2015: “Programmatic buying is important to us,” said the director of integrated marketing at a fast-moving consumer goods company. “It helps to keep costs down while allowing us to retain flexibility.” Procter & Gamble and American Express have publicly announced that they plan to shift at least 50 to 70 percent of their digital-media…

Prediction by

Dominic Field

On October 5, 2015

“Programmatic buying is important to us,” said the director of integrated marketing at a fast-moving consumer goods company. “It helps to keep costs down while allowing us to retain flexibility.” Procter & Gamble and American Express have publicly announced that they plan to shift at least 50 to 70 percent of their digital-media purchases to programmatic techniques. Companies are relying on programmatic buying even for their traditional-media purchases in print and TV.”

Follow-up

P&G and AmEx indeed executed significant programmatic shifts. P&G reported over 75% of US media via programmatic by 2017, and industry adoption reached 70-80% of digital display by 2019, aligning with the prediction.

From the High Caliber AI network — see the AI for PR module in the course.