Programmatic media buying impacts the entire advertising industry, and TV is no exception.
While programmatic advertising has been prevalent in the digital media world for years, it is now a mainstay in TV advertising. It revolutionizes the way media buyers purchase ads for both linear and streaming TV. More centralized buying via programmatic media vendors (DSPs) offers access to TV and CTV inventory. It means paid media agencies can:
- Forecast with a higher degree of certainty
- Engage in more data-backed media mix modeling
- Work in a holistic ecosystem where TV/CTV reach, frequency, awareness and other key performance indicators (KPIs) are visible comprehensively
Programmatic Advertising Partnerships
Working with a media agency who has programmatic vendor partnerships is necessary as more TV platforms offer inventory this way. When developing a TV media strategy, paid media partners should educate their clients on the value of programmatic advertising. That includes attention to brand safety and leveraging various features provided by media vendors.
Publishers are putting premium inventory on the open market for use via programmatic vendors, but this is still new territory. While 94% of CTV inventory in 2023 is available programmatically, advertisers only buy 40% this way. We expect this number to climb rapidly. It is estimated that 53% of all digital programmatic offerings will be video in 2023.
TV Advertising and Media Measurement
As media planning and buying evolves, so does the demand for strong measurement. With several emerging measurement tools, TV advertising is increasingly held to the same standards as digital advertising. Advanced attribution reporting should include insights about the ways TV advertising drives consumer actions. This kind of measurement holds media agencies accountable for proving ROI from programmatic advertising placements and other touchpoints along the customer journey.
Marketing Doctor tracks linear broadcast TV, cable TV, addressable TV, streaming CTV/OTT and digital placements as part of multi-touch attribution.
Our Take: Programmatic Advertising is the Future
TV is just one piece of the omnichannel media puzzle. Our media plans often feature a full-funnel media mix, with enhanced forecasting and measurement capabilities thanks to programmatic placements (among other tactics). Our relationships with several programmatic media vendors lead to strong media strategies for our clients and partners.
Thinking about TV and programmatic advertising for your next campaign? We’re here to help.
Plus check out Part 1: Adapting to Changes in TV Media Buying & Attribution and Part 2: The Growth of CTV for more on the twist and turns of the TV advertising rollercoaster.
Programmatic media buying impacts the entire advertising industry, and TV is no exception.
While programmatic advertising has been prevalent in the digital media world for years, it is now a mainstay in TV advertising. It revolutionizes the way media buyers purchase ads for both linear and streaming TV. More centralized buying via programmatic media vendors (DSPs) offers access to TV and CTV inventory. It means paid media agencies can:
- Forecast with a higher degree of certainty
- Engage in more data-backed media mix modeling
- Work in a holistic ecosystem where TV/CTV reach, frequency, awareness and other key performance indicators (KPIs) are visible comprehensively
Programmatic Advertising Partnerships
Working with a media agency who has programmatic vendor partnerships is necessary as more TV platforms offer inventory this way. When developing a TV media strategy, paid media partners should educate their clients on the value of programmatic advertising. That includes attention to brand safety and leveraging various features provided by media vendors.
Publishers are putting premium inventory on the open market for use via programmatic vendors, but this is still new territory. While 94% of CTV inventory in 2023 is available programmatically, advertisers only buy 40% this way. We expect this number to climb rapidly. It is estimated that 53% of all digital programmatic offerings will be video in 2023.
TV Advertising and Media Measurement
As media planning and buying evolves, so does the demand for strong measurement. With several emerging measurement tools, TV advertising is increasingly held to the same standards as digital advertising. Advanced attribution reporting should include insights about the ways TV advertising drives consumer actions. This kind of measurement holds media agencies accountable for proving ROI from programmatic advertising placements and other touchpoints along the customer journey.
Marketing Doctor tracks linear broadcast TV, cable TV, addressable TV, streaming CTV/OTT and digital placements as part of multi-touch attribution.
Our Take: Programmatic Advertising is the Future
TV is just one piece of the omnichannel media puzzle. Our media plans often feature a full-funnel media mix, with enhanced forecasting and measurement capabilities thanks to programmatic placements (among other tactics). Our relationships with several programmatic media vendors lead to strong media strategies for our clients and partners.
Thinking about TV and programmatic advertising for your next campaign? We’re here to help.
Plus check out Part 1: Adapting to Changes in TV Media Buying & Attribution and Part 2: The Growth of CTV for more on the twist and turns of the TV advertising rollercoaster.
