Picking up signals: The march of programmatic is revolutionising TV and out of home media

"Programmatic has revolutionised online display advertising, and now it's moving into other channels, with TV and outdoor advertising soon to be traded programmatically. Harriet Kingaby explores why this new means of buying and selling media means turning old models on their head. As the digitisation of the out of home (OOH) sector continues, TV consumption patterns change and improvement in TV hardware allow for better data collection, programmatic media trading continues its revolutionary march across all sectors of the industry."

"'Programmatic TV' looks set to become an industry buzzword. The revolution in this sector will flip the traditional TV model on its head; instead of using programming data to find advertising placements, marketers will be able to use audience data gathered from set top boxes to find them. Unlike digital out of home (DOOH) and display advertising however, it is not a real-time ad buying technology, but a tool that enables better ad targeting to increase efficiency."

Programmatic trading, long established in online display, is extending into TV and out-of-home advertising as sectors digitise and TV hardware enables richer data collection. The Internet Advertising Bureau found 28% of UK digital display was traded programmatically, forecasting 60–75% by 2017, while DOOH accounted for 21.6% of OOH spend in 2013 with projected growth. Programmatic TV will use audience data from set-top boxes to target placements rather than relying on programming schedules and will increase targeting efficiency, though it is not a real-time buying technology. DOOH can be combined with mobile and situational data to identify audience trends and enable rapid, creative ad placements.

Read at The Drum