Programmatic advertising has flourished digitally, but in time it will spread further to TV, says Brendan Condon, CEO of Media Property Holdings, which operates like an ad network but for TV buying by aggregating TV spend across multichannel video providers, syndicators and local broadcasters.
But there are ways to automate it through addressable technology and this will increase in the coming months. “Programmatic means you can dynamically insert an ad into TV. In 12 to 24 months, we will see those technologies readily available from station partners and from consumers with their big screen TV and handheld tablets to have addressability at scale.”
An eMarketer study found that while 8% of ad executives are currently buying TV ads programmatically, about 12% plan to increase their spending in this area in the year ahead.
We spoke with Condon for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco. It is sponsored by the automatic content recognition (ACR) technology provider Civolution.