Advertisers seek to build brand messages that are sexy and appealing, but in the end, no matter how innovative the campaign, the bottom line for any client is seeing results. Programmatic TV is the future of the industry. It allows advertisers to prove their worth by sharing results that clients can see, track, and brag about.
Programmatic TV provides measurable results to showcase your success. It allows brands to pair advanced audience segmentation with the full-screen sight, sound, and motion experience of television. However, many agencies are hesitant to start reaping the rewards of programmatic because they fear new technology. To keep up with the changing digital marketplace, agencies need to embrace these advancements.
Share Quantifiable Results
How does programmatic TV provide measurable results to showcase your success? For example, a client that sells Brand X alcohol might want to target a campaign to reach men and women over the age of 21. Avoiding the guesswork on what TV shows this group is watching, the client could purchase a household addressable campaign. In doing so, the alcohol ads would air on whatever network the household is watching. Following the campaign, the brand could then use shopper loyalty data to see if consumers are buying its alcohol and make campaign adjustments accordingly.
Premium television content will continue to be extremely popular. However, more people are accessing it through multiple devices and outlets like online streaming and on-demand TV Everywhere apps. Programmatic TV allows marketers to reach their target audience across all of their various devices. Instead of reaching viewers outside of their target demographic, agencies can save their clients' time and money through direct marketing and reinvest more efforts to reaching the right audience online.
The Industry Won’t Wait
Fear of new technology stems from not understanding it. If an agency doesn’t understand programmatic, it should partner with someone who does until it has a working knowledge of it. Marketers need to dive in now and break out of their comfort zones. They should become early adopters as opposed to running the risk of falling behind the industry curve.
It may seem like a tactic of the future, but widespread programmatic TV buying is rapidly being adopted. Over the past few months, we have already seen Mondelex use TubeMogul’s programmatic platform to purchase a 15-second regional ad during the Super Bowl and the E.W. Scripps Company announce it will soon join Cox Media in making inventory available to programmatic buyers.
Advantages For All Players
The lines between what is considered television and online video content continues to blur. Smart TVs continue to grow in popularity, and the number of consumers watching high-quality video on their mobile devices continues to grow. Eventually there will be no distinguishing factor on what TV is and what online video is. With this evolving environment, agencies will finally be able to access the holy grail of marketing by reaching their target audience across an array of native Web series, linear television, and TV Everywhere streams.
Networks and Web video publishers will also find success by being able to sell every impression without worrying about running make-goods because their ratings under-delivered. Programmatic TV’s measurable results brings unprecedented ease and scale to video advertising transactions. While many cable providers are also seeing the benefits and getting on board to allow advertisers to buy programmatically, like Dish and DirecTV, there is still a limited number of spots available. It’s important to try and maintain a balanced campaign between traditional media schedules and programmatic television buys.
To stay ahead of the game, marketers should familiarize themselves with new technologies and embrace automated TV buying. As the big players in cable start to make the transition, it’s vital for agencies to have an understanding of programmatic TV to leverage its power for their own benefit.