It’s not enough to just slap a programmatic TV plan together—integrating such efforts with video is critical. For one, this allows buyers and sellers to leverage the already-popular channel: Among Digiday respondents, 67.1% purchased video programmatically, vs. 23.5% who said the same about TV. Cowen also found high programmatic video usage compared with TV. Here, US senior ad buyers reported allocating 29% of programmatic advertising to online (23%) and mobile (6%) video, vs. 8% for linear or traditional TV.
One-third of Digiday respondents said it was very important to purchase programmatic TV inventory alongside digital video—the most popular response—and nearly 50% said this was important or somewhat important.
Beyond video’s popularity, there’s a bigger reason to coordinate programmatic TV and video buys: audience data and targeting. If programmatic advertisers are investing across channels, they’d be wise to integrate campaigns to link and leverage data, according to Digiday. This will help them form a more effective multichannel strategy and target the right audience at the right time on the right screens. Read the rest at eMarketer.