Programmatic TV: programmatic television and digital out-of-home
Posted: Mon Dec 23, 2024 8:50 am
Content
Programmatic TV
Programmatic digital out-of-home (DOOH)
With the advent of programmatic, old approaches to digital advertising are increasingly losing their relevance. In Internet marketing, the process of purchasing advertising is already fully automated: advertising is purchased based on data by special algorithms. This approach is also beginning to be used on television and in outdoor advertising. We found experts in these areas and learned how programmatic works here and what trends to expect in the future.
Programmatic TV
Programmatic TV is the demonstration of television teba whatsapp number south africa advertising to the desired target audience, when the algorithmic purchase of addresses is carried out automatically using special programs.
Tatyana Anishchenko
Programmatic TV is an automated purchase of TV advertising with deeper and more detailed targeting than the standard socio-demographic portrait, with the ability to manage the release of commercials in real time.
With the introduction of programmatic as a purchasing method, the approach to traditional planning of TV placements is changing - there is a gradual transition from the ratings of a single program to a specific target audience, regardless of which channel or program the user sees the commercial on.
It is important to understand the main difference between TV advertising and online advertising - often the broadcast schedule is compiled in advance, the inventory is sold out, so it is impossible to place a commercial in real time. In addition, all households see the same commercial at the same time, meaning the targeting option is very limited.
Based on this, we can distinguish two stages of programmatic in the world of TV advertising. The first is planning TV placement for narrow target audiences and optimizing the split for specific targeting with the ability to automatically place slots if there is vacancy (this is an important clarification, because vacancy may not always be). This allows you to buy TV advertising more profitably for the advertiser, concentrating on the target audience and investing the budget more effectively. But at the same time, such a purchase cannot be called 100% programmatic, since there is no decision-making in real time and the ability to show different videos to different households within one advertising block.
At the second stage, which is a full-fledged programmatic, is currently Addressable TV - a method of placing advertising on digital TV, that is, in our reality - on Smart TV devices. The advantage of Smart TV in this case is that, using an Internet connection for connection, we have the ability to receive data about the user, or more precisely about the household, and place advertising directly to the target audience, making a decision on showing in real time.
Thus, we can conclude that the programmatic approach itself is relevant for any type of media, as it allows you to invest the budget more specifically and receive a higher return on investment, but not all media are currently ready to use it due to the specifics of the technology. But there is active movement in this direction, Smart TV purchases are already possible using programmatic technologies, and judging by how actively the possibility of placement on Connected TV is beginning to appear in classic DSPs around the world (such as in Google DV360), programmatic technology will soon come fully to classic TV advertising.
Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.
Get a consultation
Programmatic digital out-of-home (DOOH)
Digital out-of-home (DOOH) is digital outdoor advertising placed in public places both indoors and outdoors.
The programmatic approach in DOOH can be implemented in different ways:
1. Using RTB (real-time auction).
Advertisers offer a free media carrier to potential buyers. Those who are interested offer their bid. Bidding takes place in real time and lasts milliseconds. As a result, the advertising creative of the one whose bid won is displayed.
2. Programmatic direct (direct algorithmic purchasing).
Here, advertising placement is sold directly, not through an auction, and only to those buyers who have been admitted to the sales system.
The advantage of the programmatic approach in DOOH is not only time saving. Using data, you can make it so that certain events (triggers) are the impetus for the necessary programmatic transactions. This makes advertising campaigns more relevant, and their targeting to the right audience is more accurate. What triggers can be used? Weather, time, financial market signals, facial recognition, etc.
Dmitry Maksakov, Programmatic Product Development and Strategy Lead at ADV LAB, told us about the state of affairs with programmatic DOOH in Russia.
Programmatic TV
Programmatic digital out-of-home (DOOH)
With the advent of programmatic, old approaches to digital advertising are increasingly losing their relevance. In Internet marketing, the process of purchasing advertising is already fully automated: advertising is purchased based on data by special algorithms. This approach is also beginning to be used on television and in outdoor advertising. We found experts in these areas and learned how programmatic works here and what trends to expect in the future.
Programmatic TV
Programmatic TV is the demonstration of television teba whatsapp number south africa advertising to the desired target audience, when the algorithmic purchase of addresses is carried out automatically using special programs.
Tatyana Anishchenko
Programmatic TV is an automated purchase of TV advertising with deeper and more detailed targeting than the standard socio-demographic portrait, with the ability to manage the release of commercials in real time.
With the introduction of programmatic as a purchasing method, the approach to traditional planning of TV placements is changing - there is a gradual transition from the ratings of a single program to a specific target audience, regardless of which channel or program the user sees the commercial on.
It is important to understand the main difference between TV advertising and online advertising - often the broadcast schedule is compiled in advance, the inventory is sold out, so it is impossible to place a commercial in real time. In addition, all households see the same commercial at the same time, meaning the targeting option is very limited.
Based on this, we can distinguish two stages of programmatic in the world of TV advertising. The first is planning TV placement for narrow target audiences and optimizing the split for specific targeting with the ability to automatically place slots if there is vacancy (this is an important clarification, because vacancy may not always be). This allows you to buy TV advertising more profitably for the advertiser, concentrating on the target audience and investing the budget more effectively. But at the same time, such a purchase cannot be called 100% programmatic, since there is no decision-making in real time and the ability to show different videos to different households within one advertising block.
At the second stage, which is a full-fledged programmatic, is currently Addressable TV - a method of placing advertising on digital TV, that is, in our reality - on Smart TV devices. The advantage of Smart TV in this case is that, using an Internet connection for connection, we have the ability to receive data about the user, or more precisely about the household, and place advertising directly to the target audience, making a decision on showing in real time.
Thus, we can conclude that the programmatic approach itself is relevant for any type of media, as it allows you to invest the budget more specifically and receive a higher return on investment, but not all media are currently ready to use it due to the specifics of the technology. But there is active movement in this direction, Smart TV purchases are already possible using programmatic technologies, and judging by how actively the possibility of placement on Connected TV is beginning to appear in classic DSPs around the world (such as in Google DV360), programmatic technology will soon come fully to classic TV advertising.
Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.
Get a consultation
Programmatic digital out-of-home (DOOH)
Digital out-of-home (DOOH) is digital outdoor advertising placed in public places both indoors and outdoors.
The programmatic approach in DOOH can be implemented in different ways:
1. Using RTB (real-time auction).
Advertisers offer a free media carrier to potential buyers. Those who are interested offer their bid. Bidding takes place in real time and lasts milliseconds. As a result, the advertising creative of the one whose bid won is displayed.
2. Programmatic direct (direct algorithmic purchasing).
Here, advertising placement is sold directly, not through an auction, and only to those buyers who have been admitted to the sales system.
The advantage of the programmatic approach in DOOH is not only time saving. Using data, you can make it so that certain events (triggers) are the impetus for the necessary programmatic transactions. This makes advertising campaigns more relevant, and their targeting to the right audience is more accurate. What triggers can be used? Weather, time, financial market signals, facial recognition, etc.
Dmitry Maksakov, Programmatic Product Development and Strategy Lead at ADV LAB, told us about the state of affairs with programmatic DOOH in Russia.