As Programmatic Buying Becomes Ubiquitous, Research Must Follow, Starcom’s Paull

By on 07/17/2013 9:52 PM @daisywhitney

CHICAGO — As programmatic buying becomes more widepread, agencies are spending less time convincing clients to try it and more time making the deals, says Tracey Paull, Senior VP and Digital Media Director at Starcom in an interview with industry analyst Ashley Swartz, CEO and Founder of Furious Minds at the Beet.TV Programmatic Video Advertising Summit.

Many clients try display first and then move to programmatic buying for video. “If you’re comfortable in display, then video always seemed like a natural extension, but I don’t think clients are just jumping into programmatic without typically having an understanding first in display because we have more validation in display,” Paull explains.

Digital natives who understand the complexity of the medium are often driving the programmatic buying, but TV buyers are also intricately involved in helping make decisions about where spots should run and if video makes sense on a programmatic basis, she explains.

Swartz and Paull also delve into other digital topics such as marketing mix modeling, addressability and interactivity. Key issues in targeting include determining the precise demographics for a targeted buy, and whether any additional impressions count as waste or as spill, she says. Next up, Paull would like to see more research on the value of content adjacency for video ads.

Paull was a participant in the Beet.TV Programmatic Video Advertising Summit hosted by VivaKi and presented by TubeMogul.

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