Buying programmatic display tops US media buyers' lists
- Research from Advertising Age and RhythmOne on programmatic buying from U.S. media practitioners found that buying for display and buying across channels topped the list at 67.5% and 67% respectively.
- Buying rich media and video in-stream followed closely at 60.4% and 58.6%, and even though inventory from connected TV came in second from last at 24.6%, video buyers are looking toward the day when connected TV buying can be bundled with linear TV buys.
- Chris Choi, Blue State Digital Deputy Director of Media, told Marketing Dive that data will be the key factor in programmatic in 2016.
Research from eMarketer found that programmatic video spending almost hit $3 billion last year accounting for 39% of the total US video ad spend, but not reaching eMarketer’s estimate that programmatic video would rise to 59% of the video ad spend. Emarketer is still predicting programmatic video will get to 72% by 2017.
David Campanelli, svp and director of national broadcast at Horizon Media, told AdExchanger, "We’re not going to scrape for impressions on some new 5 million-subscriber video startup. But as Nielsen starts to measure over-the-top (OTT), our linear buy will partially be VOD, digital and connected TV."
As TV programmatic rises, it still suffers from a too shallow pool of impressions for many agency and brand spenders.
Blue State Digital's Choi explained that as more players have entered the programmatic space, and in turn gain access to the same data, there has been a "democratization of programmatic buying." If they want to succeed, these various publishers and platforms will need to do more to make their offerings stand out.
"The next wave in programmatic will be about the quality of the data and whether data can help advertisers solve complex and unique challenges to measuring success, like connecting online advertising with offline action. For consumer products, that means connecting offline consumer decisions in real time to online activity," Choi said.