CHICAGO — Programmatic digital ad trading techniques have their place in the TV world – but no-one should expect adoption like that which has been seen in online display so far, says one video ad exec.
“Digital thinking is, for sure, going to come over to TV,” says Starcom MediaVest Group’s precision video EVP Tracey Scheppach in this video interview with Beet.TV. “But is programmatic TV going to look like programmatic display? No.
“Eighty percent of advertising is bought in the upfront. It is not a million little pieces like the internet is. It is a bundled offering. For any big advertiser to go (to advertising) impression-by-impression makes no sense.”
Scheppach is excited, however, by the eventual roll-out of addressability, which allows advertisers to target individual households with internet granularity, even on compatible TV sets.
Scheppach was interviewed by Vertere Group CEO Tim Hanlon for Beet.TV at the Beet.TV leadership summit on the transformation of television, presented by AOL. Please find more videos from the event here.