"And while some have been quick to declare the era of TV over, for the advertising industry this isn't the end of TV, rather an opportunity to bring together the benefits of TV and digital through programmatic technology. Programmatic gets a bad rep in the traditional TV stronghold of branding, but this is a chance to show programmatic can do more than just deliver performance metrics."
"Linear TV ad breaks were structured with consumers in mind - they'd never see the same ad back to back, and competitive ad exclusion meant they had an undiluted brand experience - so no seeing a Coke ad, immediately followed by one for Pepsi. This was a win for advertisers too, who naturally weren't keen to have consumers exposed to other ads in their competitive set."
"But with the advent of programmatic advertising, especially in the display space, some of these considerations have been lost along the way. The move wasn't a deliberate one - the speed of technology change and the economic opportunity presented by automation and hyper-targeting narrowed our focus and we lost sight of the bigger picture. Somehow, we've drifted away from the original purpose of advertising - namely to enable brands to communicate with consumers in media environments."
TV viewing has shifted rapidly toward streaming, with 94.4% of Indians streaming VOD. Programmatic technology can merge TV and digital benefits rather than replace TV. Programmatic has a poor reputation within traditional TV branding but can extend beyond performance metrics. Linear TV ad breaks were designed for consumers, avoiding repeated creatives and enforcing competitive ad exclusion to preserve brand experiences. Display programmatic lost many of these practices due to fast technological change and the economic incentives of automation and hyper-targeting. Consumers expect a TV-like streaming experience and are deterred by poor ad experiences, which harm media owners and advertisers.
Read at The Drum
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