Transitioning TV Ad Buying From “Steak Dinners” to Programmatic: It’s Going to Take Time

By on 04/06/2014 5:09 PM @robertandrews

SAN FRANCISCO — When are we going to see an industry in which a healthy slice of TV advertising is bought using so-called “programmatic” trading techniques?

“For the major networks, it’s going to take a long time to eventually go over to this stock exchange process of being able to use data and being able to select exactly what I want,” says ad tech firm Mediaocean‘s business development VP Fraser Woollard, who says advertising is still about “relationships” and “steak dinners”.

But Adap.tv‘s programmatic TV SVP Dan Ackerman responds: ”The buy process doesn’t necessarily have to change for a programmatic toolset be active in it.”

At Beet.TV’s leadership summit on programmatic TV advertising presented with Adap.tv, Nielsen’s global products EVP Amit Seth reckoned: “On TV, it (programmatic) has already begun to seep in.” But he cautioned and clarified: “Linear can never be programmatic, and programmatic will never be linear.”

Video measurer Rentrak‘s product innovation SVP David Algranti said: There’s a lot of discussion to be had about what’s the right way to make assessment and attribution.”

They were interviewed by Ashley J. Swartz, founder and CEO of Furious Minds, for Beet.TV. Please find additional segments from the event here.

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