Bayer reduced its programmatic buying costs by $10-11m last year when it ditched GroupM, the world’s largest media company, and set up its own operation in-house in New Jersey. The company has also been looking to cut costs. Bayer is currently working exclusively with MightyHive in the digital space, although it still has links with agencies for TV ads and buying creative work. In what can be termed as quite a bold move, Bayer ditched GroupM last year, and the company managed to reduce its programmatic buying costs by US$10 to US$11 million. Spending on programmatic and social advertising has increased and digital is already greater than TV according to Paul Gelb, head of programmatic and social at Bayer.
Bayer reduced its programmatic buying costs by $10-11m last year when it ditched GroupM, the world’s largest media company, and set up its own operation in-house in New Jersey. The company has also been looking to cut costs. Bayer is currently working exclusively with MightyHive in the digital space, although it still has links with agencies for TV ads and buying creative work. Spending on programmatic and social advertising has increased and digital is already greater than TV according to Paul Gelb, head of programmatic and social at Bayer.