TV and online video are borrowing from each other’s playbooks, especially as it comes to data, says Matthew Kramer, Director of Television and Video Products at Accuen, the programmatic agency for Omnicom, in this video segment with industry analyst Joanna O’Connell.
“You have your TV screen trying to look more like online video with more addressability and audience buying, but online video is looking more like TV with Nielsen entering the marketing with TV segments and OCR ratings (online campaign ratings) and TV targeting,” he explains. In spite of the overall emphasis on data and reaching specific audiences, the broad demography of many TV buys still makes sense for big brands. “If you’re a huge brand like Pepsi, you need to get your message out to millions of people instantaneously and that’s why TV is powerful. It’s not about getting people to respond in a direct response way. And brand building is about audience building and awareness.”
Omnicom has seen growth in programmatic buying of video, but the industry still needs to overcome perceptions that programmatic buying won’t give brands access to premium inventory. Clients are eager to learn more about the benefits though and Kramer said he devotes about 25% of his time to education of clients about the ins and outs of programmatic buying.
This segment was from the Beet.TV leadership summit on premium programmatic video advertising presented by SpotXchange and hosted by The Hearst Corporation. Please find other clips from the event right here.
Note: Joanna O’Connell is leaving Forrester to join AdExchanger, it was announced on September 25. This taping took place on September 17.