As we continue to witness the evolution of the Programmatic TV landscape, adaptation will become increasingly important for our partners. We’ve asked TiVo, clypd, comScore and Lotame to share the PTV trends already being identified and the ways they plan on adjusting to this changing backdrop.
Next week we will be releasing our final Q&A question on the future of PTV, stay tuned!
Omar is Chief Data Scientist at Lotame, and the author of more than 15 technical papers and patents on statistical modeling and optimization. Omar joined Lotame through the acquisition of AdMobius, the first mobile Audience Management Platform, which he co-founded as Chief Scientist. He has also held previous positions at Apple and Quattro Wireless.
Mark Risis is Head of Strategy and Business Development for TiVo Research. Mark works with technology partners to create and support innovative cross media advertising and media measurement solutions. Before TiVo, he managed Brand New World, a digital creative agency and worked at FutureBrand. Mark holds a B.S. from Duke University.
Jason Burke is VP, Product at clypd. He has the unique experience of working with executive customers and internal product development to drive business while also solving technical challenges with internal and external teams. Prior to building advertising technology products in television, he showed success with similar products in digital video.
Andrew Lipsman is Vice President, Marketing & Insights at comScore, covering multiple industries and overseeing the company’s global marketing insights and thought leadership initiatives. He specializes in several research areas, including social media, e-commerce, online video, digital advertising and multi-platform marketing and is frequently quoted by leading news organizations, such as the New York Times and Wall Street Journal.
We asked our partners to address major trends affecting the PTV industry including how to address audience fragmentation and migration and the role of data. Here is what we asked, and here is what they had to say:
What role will DMP’s play in the evolution of programmatic TV? Do you think DMP’s will become a staple in the industry as they have in programmatic video?
To the extent that programmatic TV replaces the traditional methods of purchasing linear TV inventory, a DMP needs to be involved. To the extent that advertisers demand that programmatic TV be linked to their online campaigns and data, Lotame will have to be involved. Without a DMP managing an advertiser or agency’s insights into their consumers across television and digital, the usefulness of programmatic TV is lost. What makes programmatic TV exciting is exactly the ability to restrict the massive amount of wastefully purchased media that is necessary in order to reach the right target audience with only the same targeting tools available in the 1960s.
According to your research, millennials still watch a lot of traditional network and cable programming, but are just increasingly consuming this content through non-traditional linear TV. How will programmatic TV help publishers and advertisers adapt to this transition?
Measurement like the kind we do at TiVo Research allows publishers and advertisers to understand who was exposed to their content regardless of platform. Those insights will then allow advertisers and publishers to reach their audiences programmatically wherever they are.
In our post PTV Trends: Disruption and Opportunity in 2016, we discussed the continuing fragmentation of the TV industry. How will clypd combat this industry-wide challenge?
Clypd is focused on building tools that allow television sales teams to “leverage” rather than “survive” these media consumption changes. Whether its enabling data-driven and audience-focused TV transactions, innovating on cross-screen solutions or bringing scale to their sales business through automation, intelligent software solutions will allow media owners to reap the benefits of industry changes.
Whether TV media owners and marketers incorporate programmatic strategies to take advantage of the changes in media consumption through cross-screen advertising, identification of new incremental business opportunities or enhancements to their existing businesses operations, the $74B US television market will continue to realize more of the wins that have already been seen in the first years of PTV.
ComScore hosted a panel titled “Is the Future of TV Programmatic?” at your first-ever industry summit on the future of audiences and advertising. What were some of the major insights that you gleaned from this panel?
One of the more interesting comments was that, if weighing the relative benefit of automation vs. data in Programmatic TV, about 10% of the value came from automation vs. 90% from the data.
We often talk about whether better advertising strategies improve effectiveness (topline) or efficiency (bottom line), and this statement suggests – somewhat counterintuitively – that Programmatic TV’s promise is really more on the effectiveness side of the equation even though the word “programmatic” is often most closely associated with streamlining operations and reducing costs.
If there’s truth in the notion that Programmatic TV’s promise is its ability to radically improve advertising effectiveness, then I think there’s a lot to be excited about as this market matures.
Read more from our programmatic TV series:
Understanding the Programmatic TV Ecosystem with TiVo, clypd, comScore and Lotame
Defining Programmatic TV with TiVo, clypd, comScore and Lotame
The Promise of PTV: Workflow Automation Drives Efficiencies
The Promise of PTV: Increasing the Value of Inventory Through Data & Measurement
The Promise of PTV: Optimized Audience Targeting
The Promise of Programmatic TV
Top PTV Trends: Disruption & Opportunity in 2016
PTV from A to Z
CTV vs PTV – WTF Programmatic