“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.
Nicole Whitesel, EVP of advanced TV at Publicis Media, will be speaking at Programmatic I/O, taking place in Las Vegas from May 23-25. You don’t want to miss it. Click here to register.
The TV ad industry has 99 problems, and almost all of them have to do with making sense of programmatic buying on the big screen.
Programmatic is a mainstay of digital advertising, but its role in the TV ecosystem is relatively new – and very different.
TV introduces a whole new set of trade-offs that need consideration, said Nicole Whitesel, EVP of advanced TV at Publicis Media.
Video content and creative is much more expensive and harder to build and scale than a mobile display ad, for example, and on TV, that limitation is compounded by a scarcity of inventory.
“Everyone wants everything – including me – but the longer the laundry list we bring with less prioritization, the harder it is for us to help our clients build their business,” Whitesel said.
To make programmatic buying work on TV, digital native marketers need to build a much broader media strategy that can achieve scale and ROI through the big screen, she said, which means programmatic alone isn’t enough to scale the growth of a business.
Whitesel spoke with AdExchanger.
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