What is all this talk about Programmatics
Lately I have blogged about the check list for Programmatic add buying. If you are not aware you can now purchase Programmatic and Addressable TV. My next series of blogs will address this subject to help you feel more comfortable with considering it in your add mix.
What is Programmatics and Addressable TV?
While programmatic TV increases the odds of reaching target viewers by using advanced audience data to identify optimal TV spots, there will still be wasted reach. This is because people outside the target audience will still tune into these programs. What is needed is the ability to send ads only to those viewers or households within the target audience. This relatively new practice is known as “addressable TV.”
Addressable TV uses programmatic technology and advanced audience segmentation to deliver specific video ads at a household level in real time.
While addressable TV is technically a form of programmatic TV (they both use automation to serve TV ads), its household-level and real-time targeting are major distinguishing factors. Advertisers can now buy audiencesinstead of programs—similar to the programmatic display and video buying processes utilized on desktop and mobile devices. Unlike standard programmatic TV advertising, there is no need to preselect availabilities, and no need to predict who will be watching.
Instead, the system determines audience composition in real time and then chooses the most appropriate ads. Each individual advertiser reaches only those households that qualify. Segmentation can occur at geographic, demographic and behavioral levels.
As always, if your have any questions please feel free to reach out.
Global Concepts Media Agency