programmatic

Is the Future of TV Programmatic?

  • Posted: September 28, 2015

The panel discussion, “Is the Future of TV Programmatic?” was a highlight at comScore’s first industry summit on the future of audiences and advertising.  Josh Chasin, writing for the comScore Insights blog, discussed the working definition developed by the panel, “Programmatic is simply about automation.”  However, the panelists also felt that “one of the principal implications of this automation is the opportunity to introduce data assets into the transaction process in a more efficient way than ever before.”

Chasin points out that the panelists were all strongly positive on programmatic growth in TV advertising transaction; however, they also unanimously believe that the upfronts will continue in the near future.  As long as the demand for TV advertising inventory exceeds the available supply, there will be an upfront market in order to secure access to that inventory.

However, this TV inventory (or “video inventory” is the term preferred by the panelists) will increasingly be transacted programmatically.  In addition, the scatter market is expected to develop in a similar manner to the RTB, the exchange-based market in the digital space.  Programmatic platforms will enable scatter deals to get done closer to real time.

The panelists agreed that TV is going programmatic, which will benefit both buyers and sellers.

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Programmatic rises, ad viewability falls

  • Posted: July 27, 2015

Adform, a Danish digital advertising insights firm, reported that ad space bought via programmatic trading increased 76% year-on-year to April 2015, driven to a large extent by a 333% rise in spend on branding ad formats. However, despite brand advertisers paying more attention to programmatic, ad viewability across Europe declined 0.7% to 55% over the past year.

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Programmatic Advertising-Benefits and Challenges

  • Posted: June 1, 2015

Jack Loechner, writing for Research Brief from The Center For Media Research, discusses a study by Econsultancy and Quantcast on programmatic advertising campaigns.

-Marketers expect to increase their programmatic ad spend by an average of 37% by 2017.

-40% of programmatic spending goes towards branding campaigns.

-41% of  companies surveyed are doing all of their programmatic advertising in-house.

Benefits include:

-64% of respondents to the study feel that efficiency is increased.

-58% have been able to reduce advertising costs.

-56% have gained the ability to optimize marketing in real time.

However, reservations do exist:

-Marketers are concerned over the control ceded in programmatic advertising.

-57% of marketers agree that there is an employee skills gap.

-23% of respondents are concerned about data privacy issues.

-16% are concerned about the lack of transparency.

Additionally, the report finds that 62% of marketers are running programmatic ad campaigns with branding rather than direct response objectives.  The report provides additional information on the benefits and challenges related to programmatic advertising spending, measurement, and its potential.

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We Need a Bigger Toolbox

  • Posted: January 26, 2015

A report from the IAB and the Winterberry Group reveals that enterprise marketers use on average over a dozen distinct ad/marketing data toolsets, with close to 10% using more than 30 tools. Tools were mainly used by organizations’ digital marketing, analytics, media buying, and CRM teams. Read more »

Marketers Optimistic About Programmatic

  • Posted: November 17, 2014

A survey of brand marketers conducted by Chango revealed that 75% of respondents already use programmatic. Seventy-four percent expected their programmatic budgets to increase in 2015. Read more »

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