Forget the “year of mobile.” For TV advertisers, 2015 is the year of programmatic.
According to a survey recently conducted by Adap.tv, of 350 respondents, 60 percent intend to use programmatic tactics or technology for buying television in 2015. To give context, just two years ago, that same poll yielded zero affirmative responses. Programmatic is taking hold fast in both the digital and TV advertising worlds.
For TV advertisers, the definition of programmatic has two meanings: data driven decision making and workflow automation.
“The data-driven decision making component of it is algorithms and machine learning -- they’re helping with the data ‘decisioning’ behind planning, targeting, optimization, measurement, and attribution,” said Dan Ackerman, SVP, Programmatic TV, Adap.tv, during the “Programmatic TV, Advertising's Next Great Frontier” panel at Advertising Week.
“On the workflow automation it’s really all about the tedious difficult stuff that creates all of those inefficiencies -- getting orders, getting spot times...” Ackerman said. In other words, for the modern agency to be truly adept, it must not only systematize its decision-making process in an intelligent and omni-observant way, but it must also structure internally for this change. This means training the workforce.
According to Doug Ray, Global President, Carat, this need for training...