SAN JUAN, Puerto Rico—Consultant Matt Prohaska senses less of a stigma surrounding programmatic television and more “cross pollination” of agency teams. But he sees things like frequency capping and reducing transactional friction costs as very much a work in progress.
“Fortunately, thank god the stigma of programmatic TV and those two words being bridged together is not a bugaboo anymore or freaking people out,” the CEO of Prohaska Consulting says during a break at last month’s Beet Retreat.
People recognize now “through education and getting people off the ledge, sellers, buyers and anyone else in between,” what can actually be accomplished. Prohaska cites some of the benefits of programmatic in display, mobile app and premium, pre-roll video “without the real-time nature and it doesn’t have to be a copy paste the exact same way.”
As some of the conference speakers indicated, there’s more cross-pollination of talent in agency teams. “People are starting to bring different skill sets and points of view to the same type of advanced TV buying where context does matter,” Prohaska says. “People are realizing, fortunately, that the benefits of buying in-program and contextual placements do matter if you can bring some audience targeting to the party.”
Still “very much a work in progress” is frequency capping across screens, “obviously not there yet, I think we all experience it as consumers.” He sees “a concerted effort to be able to figure that out both probalistically for now and deterministically where that’s available.”
Transaction friction costs are “not as perfect as they will be,” whether it’s leveraging the OpenAP platform “or any other more direct connections.”
There are still too many touchpoints and a “little bit too much delay between being able to execute a deal and then actually launch it. And then being able to optimize either by message sequencing or just by media mix optimizing and being able to appreciate where the best placements are,” he says.
This video was produced in San Juan, Puerto Rico at the Beet.TV executive retreat. Please find more videos from the series on this page. The Beet Retreat was presented by NCC along with Amobee, Dish Media, Oath and Google.