Post by Marketing Matters on Nov 9, 2015 12:28:42 GMT
Programmatic video technologies – which have been used by the digital video industry – will disrupt the way traditional TV ads are bought and sold, and this change will occur at a breathtaking pace. Dynamic Ad Insertion (DAI) for desktop video, mobile video, and linear TV will converge on digital standards and digital measurements and currencies. Despite issues such as fraud, viewability, and ad blocking, programmatic advertising allows a level of targeting and efficiency previously unavailable. Advertisers no longer need to buy the entire audience of, say, the Walking Dead if they want to target male millennials — they can use programmatic advertising to target specifically those who are in the right gender, age and income brackets, leaving the rest of the Walking Dead audience to be sold to an advertiser looking for the female audience. This will ultimately increase yield.
Programmatic digital video is expected to reach $2.9 billion in 2015 and to grow to $7.43 billion by 2017. As digital advertising continues to eat away at the world of linear TV advertising, we’ll see a continued acceleration of the over $70 billion of TV ad revenue shift. While this shift may today feel like a small trickle, once the new definition of TV reigns, the flood gates will open for ad dollars. What was a slow transition will become a massive, quick transformation. This rapid shift will fuel a change felt by all aspects of the business, from execution to measurement to creative development (say goodbye to the 30-second spot). With the new definition of television, one integrated marketplace will arise, making execution much more seamless. In turn, this will provide a range of benefits, from measurements based on cohesive data to easy comparisons and integrated creative development.
Programmatic digital video is expected to reach $2.9 billion in 2015 and to grow to $7.43 billion by 2017. As digital advertising continues to eat away at the world of linear TV advertising, we’ll see a continued acceleration of the over $70 billion of TV ad revenue shift. While this shift may today feel like a small trickle, once the new definition of TV reigns, the flood gates will open for ad dollars. What was a slow transition will become a massive, quick transformation. This rapid shift will fuel a change felt by all aspects of the business, from execution to measurement to creative development (say goodbye to the 30-second spot). With the new definition of television, one integrated marketplace will arise, making execution much more seamless. In turn, this will provide a range of benefits, from measurements based on cohesive data to easy comparisons and integrated creative development.
The Evolution Of TV and the Future of Video Advertising:Tom Herman/Venture Beat
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Don't forget to Follow Tom Herman at Twitter
This post reveals mush of my suspicion that broadcast television is dying and internet media is going to be the leader in video media subscription. This will add many complications to the video industry but also the advertising industry as well. I believe it will be crucial to learn internet marketing to survive in the future marketing industries. Television networks may soon be a failing media and internet media may be to chaotic to sustain any form of a traditional media network. I don't know what to expect, I am just assuming that those may be some worst case scenarios.