One of the hottest topics in the advertising industry is programmatic television. The latest figures show that an estimated 4-5% of all TV buys in 2015 were purchased programmatically. While this is a low percentage of the total, it represents a $2.5 billion industry that has developed in a matter of months. That’s a big deal.
The industry is moving so rapidly that yesterday’s big story becomes tomorrow’s footnote, and each technological advancement is seemingly leapfrogged instantly. Yet this very nature of change in the industry is the reason that advertisers need to stop and take stock of what is coming next. Consumers are exploring new ways of communicating and gathering information all the time, and marketers want to be a part of that experience, in an engaging and natural manner whenever possible. Here are some of the digital trends that marketers need to be paying attention to (and dancing with) in 2016 and beyond.
In February, publisher Time Inc. announced a print programmatic product across 18 titles. It uses the Media Math DSP to automate print buying.
Editor’s note: This is the second installment in our programmatic buying blog series. Each blog takes a look at different aspects of programmatic buying and how it can be used. Programmatic media buying has been a hot button topic in the news as of late, even on our blog. With the rise of the first full-fledged […]
pro·gram·mat·ic adjective /,prōɡrəˈmatik/: the most popular word in media These four syllables can make marketers all over the world swoon, while simultaneously muddying their minds. This is the future of our industry, but it is already here. Proportional amounts of optimism and confusion surround programmatic media buying. And of course…there is an entire dictionary of abbreviations in the […]