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More than $68 billion business in Television advertising has brought a significant change by following the social, desktop, and mobile ads. The Ad ecosystem operates in a completely different way, and programmatic advertising is going efficiently and drives better automation of ad transactions. Let us go in in-depth about What is Programmatic TV and advantages in advertising.
What is Programmatic TV?
The programmatic Television is a new technology that drives the automated data the drives towards the way to buy and as well as to deliver the ads towards the TV content. It also includes digital TV ads which serve the web and also targets the smart devices and connected television.
What is Programmatic TV Advertising?
This type of advertising delivers the ads through the web and other smart devices that are connected. It also focuses on the TV that is connected and hooks with the internet. It also included the gaming consoles and setup boxes and other devices which can collect and as well as transmit information about the users.
That information may target the advertisers’ interest basing on the location and the viewing habits. The new TV built with the software that easily tracks the user’s interest and their viewing location etc.
Previously brands used to advertise based on the demographics towards a particular TV show expecting some list of the targeted audience who have seen the ad, With this advertising, brands are easily able to purchase the ads basing on the desired demographics towards their products instead of basing on the popularity of the program.
Advantages of programmatic TV advertising
The new technology is more advantageous to the TV programmers and the brand advertisers in different ways. The programmers can track the selling impressions instead of based on the television shows popularity and viewability. It also helps them for better monetization with the inventory as they have the information about the demographics which adds value to them.
When it comes to the brand advertisers, they are planning and automating their metrics and buying. The campaigns with programmatic TV also helpful to the advertisers as it is providing the much better brand exposure as the ads can be able to reach the targeted audience specifically and increases the marketing spend in an effective way.
Campaigns of programmatic TV can be measured in real-time too. The changes that occurred in the real-time can be easier to test them and can bring changes which can include the creative targeting and the improve performance by focusing on the higher goals.
Programmatic TV Market Statistics
The Programmatic TV advertising has increased with the rise of budgets from the top brands. It expects that more than a $9.9 billion TV budget allocated by the end of 2019. The majority of the audience was buying through the programmatic Tv ads, and it was reached over 90 million households and had a significant change in the future.
According to the recent survey reports, which revealed the future of programmatic TV advertising for the coming year 2017. It revealed that the programmatic Tv budgets will get doubled in 2017 and continued its increase to $4.5 billion by 2018. More than 55 percent digital video ad spend was around $5.4 billion marks this year, and the programmatic TV is expected to raise the bars.
Finally, programmatic TV advertising bought huge benefits to the marketers and advertisers with the comfortable targeting of the audience. Budgets also raised by several companies stepping towards the Programmatic TV ads.
Programmatic TV wasn’t well known until advertising went all gung-ho on the online space. Advertising has always been the means for a business to market their services, products or concepts.
The $70 billion television advertising business poised for a change. Following the path of desktop, social, and mobile ads, the television industry is beginning to flirt with programmatic technologies. Programmatic advertising — effectively, data-driven automation of advertising transactions will take a different shape for the older medium.
Ultimately, networks with a robust business aren’t motivated to change the way they sell. Lower-tier cable networks with a lot of inventory to sell will adopt programmatic a lot faster than any other popular system.
But programmatic’s real promise for television advertisers is the ability to buy audiences rather than using shows or timeslots as a proxy. Automated selling will probably catch on first with cable and satellite operators for the 2 minutes an hour they control via distribution deals with the programmers.
10 Best Practices for Programmatic TV Buying
The Ad industry was going through the different transformations towards the automation. Some advertisers are buying digital ads across the web, and the TV ads are far behind all of these things.
The automated or programmatic way of advertising was growing as it promoting the ad transactions efficiently and effectively. More than 15 billion programmatic buying tracked approximately, and now we are accessing the traditional television inventory with best ad time at over the top TV via web.
A branding commercial can be promoted on the Television and was following on the mobile devices and through social media platforms. Big brands are thinking towards the funnel tracking and media buying.
The ad buyers are utilizing the programmatic buying to their fan ads across the web in their campaigning.
Mobile has become the major issue as behavioral targeting capabilities of the programmatic system are gone with the cookies which become the major problem to run campaigns across the mobile and desktop devices.
Here are some best practices for programmatic TV Buying.
- Programmatic buying systems are accessing the traditional TV inventory in OTT TV that is delivered from the web. This practice is attracting the brand marketers.
- Big brands are focusing on complete funnel tracking media along with buying.
- Ad buyers are utilizing the fan ads across web
- Publishers are paying high for effective ads only
- Internal programmatic Ad buying is growing towards the programmatic spending.
- The behavioral targeting capability is tied with cookies tracking and become a major problem for mobile.
- Encouraging the relevant content or data that is appropriate for buyers and as well as to the sellers.
- Audience-based buying to compete within marketing and advertising.
- Preserving the integrity of seller to the buyer for demand and integrity.
- Focusing on the market to build trust on either side.
All these above points are the best practices and practice outcome of the programmatic TV buying.