As programmatic buying starts to take root in TV, industry players are finding benefits both in efficiency in the buy as well as in the outcome, says Dan Ackerman, Senior VP of ONE by AOL, in an interview with Beet.TV about the future of TV advertising.
“We are seeing the benefits for programmatic on TV and it is in the application of data for precision targeting, where we can use personal level data or syndicated data to understand the value of the audience, and use algorithmic-driven automation to make predictions about where those audiences will be, which brings more efficiency to TV buying,” he says. Programmatic can also be predictive about the outcome, he adds. That means a more precise application of data to a TV buy can help yield more transparency about the impact of the ad campaign.
Weaving programmatic buying strategies into TV will grow TV addressability, he adds. “This is a huge advancement with better data. We see a shift away from the upfront and into scatter and programmatic.” Attribution and accountability will play a larger role in TV buying, he adds. AOL has reported that only 8% of ad executives were buying TV ads programmatically last year but about 12% plan to increase their spending in this area in 2015.
We spoke with him this week at a taping of industry titled Why TV Advertising Will Never Be the Same. The event was co-produced at AOL in partnership with Beet.TV. For more videos, please visit this page.’