NEW YORK — How should media agencies weigh up buying video ads through programmatic platforms versus conventional video ad networks.
The US’ largest independent, Horizon Media, tells Beet.TV’s Video Ad Effectiveness Summit networks can be effective but used sporadically.
“They’re delivering a tremendous amount of value but, from a buyer’s standpoint, it’s a bit tactical,” chief digital officer Donald Williams told interviewer Ashley J. Swartz.
“Is [Collective's cross-media network] TV Accelerator a recurring purchase for us? Our business would suggest it’s not.
“Whereas a programmatic environment is much more dynamic. You can manage against a number of different performance indices. You get get all around within the confines of one campaign.”
Watch the video for more insights.