Targeting Is Programmatic TV’s Killer App

Key findings on programmatic TV from a survey conducted by Adobe:
1) 28% of decision-makers plan to increase amount of $ going to programmatic TV

2) 62% of above group are increasing $ to reach more targeted audience

Previously on SOTS. Unpacking Omar Sheikh’s $100B Call On Future Of Data-Targeted TV Ads

Quote from Omar Sheikh — Analyst @ Credit Suisse.
“Investors continue to regard U.S TV advertising as a structurally declining business, driven by erosion in viewing and competition from the growing reach of digital platforms,” Sheikh said. “In our view, if the TV industry can combine its reach with greater relevance by using technology to improve targeting, the medium will be well-placed to grow its share of the marketing mix over time. This will particularly be driven by below-the-line items, including direct mail and telephone marketing, which account for more than $100 billion of spend today.”

Previously on SOTS. Fox TV taps WideOrbit for open programmatic ad sales marketplace

Quote from Rick Ducey — Managing Director @ BIA/Kelsey.
“When you step back and examine the possibilities, any movement of local TV toward programmatic buying and selling will significantly impact the amount of spending and could win more spending that might have gone to digital.”

More on this topic. Research: Majority of TV Networks Not Streamlined to Sell TV and Video Ads Together


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