Three reasons programmatic video is changing the game

March 7, 2016
by James Patterson – GM, UK

Originally posted on The Telegraph

The highly curated TV experience is causing viewers to rethink whether the traditional cord is necessary. In turn, advertisers are beginning to rethink how to reach them.

There’s no question that data-driven marketing is shaping the future of how we engage with ads, but I doubt a banner ad has ever made you cry. For this reason, television and video remain the gold standard for brand advertising, and its future is bright.

Bringing programmatic’s precision, insights, and optimisation to the resonance of video creative is a game-changer. Here’s why:

1. Spend is shifting to programmatic TV

With the ability to buy and sell TV ads in real time, messaging can be more relevant and targeted than ever.

Programmatic TV enables brands to reach consumers who are interested in their company and, in turn, efficiently stretch their budget.

2. Meet the cord-users, cord-shavers, cord-cutters and cord-nevers

As the TV industry evolves, viewership patterns are becoming fragmented. Not only can users access TV/film at any time on one of their average three to four connected devices, but many users are also changing the way they gain access to content.

3. Fragmented viewing means enhanced targeting possibilities

These subset categories of viewership mean marketers have the power to know specific interests and preferences of their audience. In this world of user-preference viewing, shouldn’t ads reflect the user’s interests, too?

The more viewership continues to fragment, the more precise and specific targeting gets. By now, the secret’s out: programmatic is necessary for running a successful and efficient campaign.

It’s time for television buyers to demand the level of performance they’ve come to expect online.

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