Creating Clarity and Points of View Around Programmatic

quotProgrammatic in the context of TV is separate from the digital sense except both involve two sides of the same coin data and automationquot said Jeremy Crandall of VM1 Zenith39s dedicated Verizon agencyamp160amp160Crandall was one of several speakers at the Summit to point out the relationship between programmatic TV and what most people think of as programmatic ad buying and sellingFor DISH Media Sales many realtime programmatic TV buys come in the form of OTT impressions and it looks a lot like digitalamp160 quotThere39s a lot of behindthescenes work that goes into building a programmatic TV platformquot said DISH Media Sales39 Montgomery Gilchrist Business Development Account Executive for DISH39s OTT offering Sling TVamp160 quotIt doesn39t happen overnight but once you have the right framework and partnerships in place to the advertiser the buying experience is the sameamp160as digitalquotamp160 For the user it39s still just the overall TV experience amp160quotPeople still respond to a fullscreen Nissan ad on their TVquot he addedAfter clearing up that aspect of programmatic TV the summit was able to get down to the real business the promise and peril of a programmatic worldamp160amp160The biggest opportunity Gilchrist noted is that of live dynamic ad insertion something only possible with TV delivered over the internetCrandall agreed quotIf you accept that in 10 years everything will be streaming and everything will be addressable you still have a marketplace that is 70 billionquot he saidamp160 quotMaking efficiencies and improvements even on the margins has a big impactquotquotWhere it gets really interesting in two to four years is when programmers say 39Wait I can get twice the CPM for these dynamically inserted ads39quot said Chris Flatley DISH Media Sales Account Executive and Gilchrist39s counterpartGilchrist presented research that indicates ad spend on OTT products will hit 40 billion by 2020amp160 While the majority is currently for videoondemand live dynamic ad insertion will continue to take a healthy piece of that pie as more industry players invest in the live streamMore live OTT inventory means more programmatic buys which Gilchrist prides Sling onamp160amp160quotNot to be too salesy but we were first to marketquot he noted which meant they worked out some industry kinks with Sling now offering their two minutes per hour of commercial time programmaticallyamp160 quotEducating digital buyers on the ability to purchase live TV in the realtime bidding environment meant we saw a jump in daily transactionsquot he addedamp160 quotBut it means the industry will grow overall too which is good for everyonequotWith agencies having to do far more with far less budget any reduction in friction is a good thingamp160 quotWe want to remove any barriers between buyer and sellerquot Gilchrist saidInstead of siloing sales teams Hulu Vice President of Advertising Salesamp160Jim Kelleramp160said Hulu39s approach was to mold its teams into jacksofalltrades able to discuss the ins and outs of both regular deals and programmatic buyingWhen Gabe Bevilacqua assumed the mantle of Senior Vice President Product Management for Viacom39s Advanced Advertising unit he wanted to think about clients39 holistic needs rather than simply shoving out a flashy productamp160 quotWe don39t come at it from the perspective of automationquot he saidamp160 quotWe come at it from 39What is the right product for the marketplace39quotTens of billions of dollars is quite a lot of promiseamp160 So what about the perilJonathan Steuer Chief Research Officer of Omnicom Media Group sees perhaps an overemphasis on the creation of custom audiences which are more expensive to buyamp160 quotThey39re going to make the stuff I want more expensive than the stuff I don39t wantquot he saidamp160 Striking the right balance between genericamp160but more affordable targeting and hyperniche digitallike targeting will be keyquotIn a postANA transparent world our clients want to know exactly what39s in the boxquot Steuer explainedamp160 That means not wanting to see 35 percent of their spending going toward the media itself with the rest going to all the activity around the buying of the mediaamp160ie the data sets to find the proper targeting the myriad software stacks necessary etcOf course no industry conference is complete without a discussion of measurement and attribution the plumbing of these programmatic deals as it wereamp160 One concern with early stage adoption for TV buyers going programmatic is getting used to new forms of measurement similar to addressability adoption going from traditional linear attribution to impressionbased modelsAll the same the attitude of both buyers and sellers is no longer that of kicking the programmatic can down the roadquotWe started with spreadsheetsquot Bevilacqua saidamp160 quotWe39ve come a long wayamp160 We39re not done but we39re getting therequotClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Creating Clarity and Points of View Around Programmatic

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Oriana Schwindt

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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Creating Clarity and Points of View Around Programmatic

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Oriana Schwindt

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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