LONDON — We have heard plenty this year on how so-called “programmatic”, data-driven ad spending is revolutionising advertising efficiency. But how does this new method complement traditional video ad sales?

Jamie Wilson, the UK sales MD of the large online sports video outfit Perform Group, suggests programmatic drives incremental performance on the margins.

“I see it very much as a balanced team,” Wilson tells Beet.TV. “(Our) premium sales team are looking at sports-endemic brands to form partnerships – very much old-fashioned branding values that TV has done for years.

“(On) the programmatic side, we would want to enhance that side of the business… (using it to help) someone who is after a 16-to-34 audience (that is) not necessarily a sports audience but the fit is right because of the way the targeting is done.”

Wilson also says the kinds of data now on offer to publishers and advertisers is crucial in helping Perform understand its own audience better. He plans to bring on data-provision partners next year to help out.

Previously, Wilson told Beet.TV old-fashion ad-measuring techniques from the TV world can work just as well in the online video space.

This video was recorded  at the Beet.TV programmatic video leadership summit sponsored by Videology, hosted by Xaxis at the London offices of GroupM.