FORT LAUDERDALE — A year ago, only 15% of US senior ad buyers reported using programmatic for TV ads, according to a survey. Herein lays the contradiction of this much-hyped technology – many are tantalized by the possibilities of super-targeting TV advertising and automating their trading, but the promise is not yet fully a reality.
“Everyone proclaimed that the year was the year of programmatic TV and addressable and that sort of thing,” says Brett Adamczyk,VP of Business Development of Cox-owned Videa, an ad tech vendor enabling programmatic trading for local US TV markets.
“I think everything is still pretty nascent, and there haven’t been a ton of dollars flowing from a programmatic perspective, especially to the linear inventory side. There’s just not the scale, there’s not the technology.”
That’s a problem Videa is working on, along with a plethora of vendors hoping to hoover up a slice of US TV ad dollars as they – perhaps, one day – go programmatic.
Videa powers data-driven, automated solutions and services that are designed to simplify the buying and selling of television advertising, integrating with traditional television buying and traffic system data, yield optimization and audience targeting.
In common with many such companies, Adamczyk says the last year was about building the infrastructure for this future.
“If you don’t have the inventory scale, you’re not going to get the dollars,” he says. “I think you’re going start to see a majority of the marketplace really start to embrace it in the middle of 2016 and I think you’ll really start to see a tidal shift of dollars moving that way early ’17 after the political season.”
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
The panel was moderated by
You can find more videos from the Beet Retreat on this page.2