Programmatic and automated TV spend is on the rise. Addressable TV spend will grow 65.8 percent—reaching $1.26 billion in revenue—according to a July 2017 eMarketer estimate. While this is still a small portion of the overall media spend, the robust growth forecast nevertheless indicates that addressable and audience-targeted media buying is becoming a force within the media ecosystem.
As technology continues to advance and even more datasets make their way into the buying and selling parlance, expect the growth to not only continue but also accelerate. But with increased competition from buying platforms, walled gardens of data, and technology that’s, well, always changing, how can addressable continue its impressive growth and amass a greater slice of the advertising pie?
Be Simple—Not Complex
One way for addressable TV to strengthen its market position is by making the purchasing cycle easy and real-time, essentially like the way digital is purchased. This simplicity will create a more seamless and satisfying purchasing experience for advertisers.
Ben Tatta, president and co-founder of media measurement and analytics firm 605, notes that the growth of automated TV spend “will be driven in the coming years by improved audience measurement, the ability to use data to more effectively target specific audiences, and the emergence of new applications.” Tatta explains that automated TV platforms should simplify the planning and buying process and “enhance the returns on a marketer’s investment across local and national markets.”
Read the full article on the Videa blog.
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