Buying of online display ads through automated, “programmatic” techniques is booming, redefining that segment of the industry. So when will the same happen to video-format ads?
“Programmatic video has not grown as quickly as our overall business in north America,” says Brian Gleason, the north America MD of GroupM’s data unit Xaxis admits to Beet.TV
“Video in the digital arena continues to grow – but the big opportunity is going to be tapping in to the broadcast dollars.”
Many industry practitioners are now starting to inject programmatic buying techniques in to online video buying, and even forecasting the TV industry – which has long sold its ad spots using conventional reach metrics – could do the same. But Gleason says the TV industry won’t be revolutionized by programmatic buying unless it feels good and ready to.
“It’s not digital video that offers the opportunity,” he tells interviewer Joanna O’Connell, principal analyst at Forrester Research. “Everyone keeps focusing on the $70 billion (of ad revenue) that exists in broadcast. That is closed down – there’s no way anyone (in digital) will touch that revenue without broadcast understanding the value from that.
“We have to … figure out how I’d bring digital in to that to enhance that, rather than take away from that.”
This segment was from the Beet.TV leadership summit on premium programmatic video advertising presented by SpotXchange and hosted by The Hearst Corporation. Please find other clips from the event right here.