Programmatic TV will grow but remain a fraction of overall TV spend through 2017, according to eMarketer’s first forecast on the nascent space, released Tuesday. Spend on programmatic TV, which eMarketer defined as the automated process for buying television ads through cable, satellite or broadcast networks, is expected to more than double to $2.16 billion […]
Sky Media, the advertising sales arm for British telecom and broadcaster Sky, sits at the crossroads of technology and strategic investment. A new partnership with multiscreen ad-delivery tool Yospace, unveiled last Wednesday, will support dynamic ad insertions in linear streams like sports, news and entertainment on both IP and OTT devices alongside Sky’s ad server, […]
That day when data rewrites all TV business rules is not far off, said Joan Gillman, EVP and COO for Time Warner Cable’s media services. A cultural shift is already underway at sales houses as cable companies pitch TV 2.0 products to advertiser clients. Traditionally, buyers only got historic measurements and reporting for campaigns that […]
Unlike earned digital media, which is reinventing political campaigns, presidential candidates tend to view digital video as support for their flashy TV advertising. “The hope for digital, in my opinion,” said John Randall, VP of digital at the right-leaning agency CRAFT, “is that by 2020 we don’t even see a difference between TV and online or mobile video ads. But […]
The British broadcaster Sky Media on Monday announced a $10 million investment in the DSP and DMP provider DataXu. Sky hopes the relationship will help it better understand programmatic advertising, said Jamie West, Sky Media’s deputy managing director, in a release. “The money substantiates the belief in each other’s companies,” said DataXu CRO Ed Montes […]
Acxiom has released an addressable TV product, built from a segmentation platform it acquired in early December from the Allant Group. The tool, announced this week at CES, leverages Acxiom’s workflow automation software and its relationships with multichannel video programming distributors (MVPDs). It’s not meant to execute on media buys. “We’re on a mission to […]
Glenfiddich, a family-owned maker of single-malt Scotch whisky, is among the first advertisers to place an addressable TV buy through DISH Network’s new programmatic marketplace, which launched in October. Glenfiddich’s media planning and buying agency, Resolute Digital, is using Rocket Fuel’s demand-side platform to serve an addressable, 30-second TV spot to the brand’s target audience […]
The emergence of data-enabled TV targeting is altering the agency buying structure. In 2014, WPP’s GroupM launched Modi Media, a unit that would become the poster child for so-called “advanced” TV ad buying. But it’s not the only agency group to build an offering geared to the fragmenting milieu of TV advertising. Others, such as […]
DISH Network is subscribing to the programmatic playbook, enabling greater automation and data application for buyers bidding on addressable TV spots. The satellite pay-TV provider, representing 8 million addressable households nationwide, on Monday debuted a programmatic marketplace and supply-side platform running on IPONWEB. Its initial demand partners are Rocket Fuel, TubeMogul and DataXu. After an […]
Television may be a little late to the programmatic party, but addressable TV promises to blend performance efficiencies with proven sales lift – and that’s changing the face of the TV buy. Media agencies were historically agents of the upper funnel, but data and technology are redefining the awareness and consideration phase. “A client used […]
