This year is expected to be pivotal for programmatic TV, but before rushing headlong into the automation of the ecosystem, the industry must ensure it has a deeper understanding of the opportunities automation opens up.
Programmatic is often seen as a way to reach ‘lost’ TV audiences who are consuming premium video content via a multitude of platforms and screens, leading industry players to apply programmatic buying practices without really understanding their benefits. This creates a conundrum where the technology is being used to realise an opportunity without comprehending the root of the issue.
To make the most of programmatic, it is vital sellers are able to convey inventory value and maintain premium advertising experiences. The approach must be to map the advantages that programmatic offers to business realities, and then match it to the workflows and technology necessary to realise it. Programmatic adoption is not about a shift in audience value or a way to access inventory cheaply. Instead it is driven by a complex combination of shifts in market dynamics, technological maturity, data availability, budget allocation, and inventory management.
Programmatic when executed well can provide a tremendous opportunity to broaden ad sales particularly on OTT and other streaming platforms. Through a better understanding of the viewer via deeper data layers that broadcasters and platforms can provide, if utilised in a transparent way, programmatic TV can deliver campaigns effectively and provide a great ad experience. It benefits all in the value chain from advertisers to publishers, as well as the viewers
Deputy Managing Director
Sky Media UK
The three strategic approaches explored in the whitepaper are:
Growing local markets
Making more inventory available
Growing overall market value
There are benefits for sellers who embrace automated sales, especially with today’s fragmented audiences when manual operations can become very time consuming. Programmatic should not be seen as a do or don’t. Those who fail to embark will face an uncertain future.
Nordic Head of AVOD Monetization & Business Development
Programmatic is proving effective at growing premium marketplaces in terms of both new advertisers and new options for advertising spend. When the industry fully understands the opportunity programmatic opens up, the technology will benefit everyone in the value chain, including buyers, sellers, and viewers.
Read a more in-depth analysis of these three strategic approaches by downloading the whitepaper >>