Programmatic advertising burst on the scene several years ago. Initially popular as a way to get the best rates on banner advertising, programmatic eventually spread to mobile, social and video. Now, the programmatic world is buzzing about something else: TV. Though usage is low, interest is high. In a December 2014 study by Cowen and Company, only 15% of US senior ad buyers reported using programmatic for TV ads. While just under one-fifth of respondents intended to start using programmatic for traditional TV ads in 2015, more than two-thirds were open to using it at some point.
These figures are higher than findings from an AOL Platforms study conducted back in June 2014, when just 8% of US advertising execs said they used TV for programmatic buying, and 12% intended to up spending in the next six months.
Increased interest is in line with spending trends found in February 2015 polling by Digiday. While more than six in 10 US ad buyers and sellers said that none of their TV spending was currently done programmatically, just over one-fifth of respondents expected this to be the case in 12 months. Digiday reported that the current average—between 3.7% and 6.0% of TV budgets—would rise to between 8.0% and 12.6% over the year, meaning programmatic TV dollars would double by next year. Read the rest at eMarketer.