Programmatic Grows Worldwide in Premium Programming

By on 06/06/2014 5:54 PM @daisywhitney

Programmatic buying in worldwide markets is focused on premium and high-end content and that’s helping to grow the business globally, says Ryan Jamboretz, Chief Development Office at ad platform Videology, in an interview with Beet.TV. “You see a lot of private network deals, and existing trading deals with media sellers and clients accessing the highest echelons of content,” he says.

This trend is playing out within Europe in Italy, Germany, the United Kingdom and other countries there, as well in Australia, Japan, and more. “We see marketers are very comfortable having programmatic relationships, but we are seeing less willingness to put those same impressions into an open exchange environment,” he says. Another trend in programmatic buying is cross-screen buying. More brands are planning their media across devices from PCs to tablets to mobile phones.

In related news, Videology released a study this week finding that most advertisers buy online video ads in the same way they buy TV, relying on a fixed CPM model. Even with programmatic, many marketers still prefer the more familiar ways of buying, with 91% of advertisers buying programmatic video ads on a guaranteed CPM basis in the first quarter, Videology’s report found.

We spoke with Jamboretz as part of our series titled “The Road to Cannes,” a preview of the Festival and an overview on the state and future of digital media by a range of thought leaders. The series will be published over two weeks.  The series is sponsored by Videology.

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