Programmatic advertising is hitting the sweet spot and the Hunter Valley is where all the cool people will be next week. TubeMogul is bringing the market players together to help agencies, publishers and vendors stay ahead of the curve.
It's the first TubeMogul University summit the firm has hosted outside of the Napa Valley and a sign of how far the real-time buying market has come, according to the video ad specialist's Australia CEO Stephen Hunt. Now it is time to share learnings and make the market as close to perfect as possible.
"We're at a critical juncture in the market. We can now accurately measure online video and compare with TV and answer how much is duplicated and therefore where money should be spent."
Hunt said that publishers have grasped that the programmatic shift isn't something they should fear.
"At first it was driven by agencies saying to publishers that if they can't participate [in the real-time buying environment] they are out." That bit may be true: "By next year if you are not able to deliver programmatically there is a very good chance you will be out," said Hunt.
But Hunt said publishers are beginning to get over the initial misconception that advertisers would seek out cheaper inventory and that theirs would not be favourably compared. Now they understand that "programmatic is delivering the buy through technology. It is the same buy at the same rate - but it is simply delivered by a DSP (demand side platform) not a manual report. So publishers are becoming more comfortable because they see that there is no danger to margins."
Instead, he said, "it is an efficiency gain. The more people realise that, the more we will see the shift."
Hunt claimed that TV networks have started to look less suspiciously at the technology. "A third of all the meetings I currently have are with TV traders. Everybody knows it is harder and harder to reach a target audience on TV. Now it is all about how to get a video in front of someone regardless of channel."
He said there would be some TV traders at the event next week. They will be joined by IKON, Cadreon (MediaBrands), Xaxis (GroupM), MediaCom), Mindshare, Amnet (Aegis), AOD (Vivaki), OMD, Accuen (Omnicom), PHD, Singtel, Optus, Harvey Norman, Ninemsn, Fairfax Media, Yahoo7, CBSi, Longtail, Eyeota, DG (MediaMind), Dentsu Mobius, Better Digital Solutions, mInteraction, Resolution Media, Innovid, Milward Brown, Global Rev Gen, FunBox, The Sound Campaign, Switch Digital, Stream Media, Rippling Media.
AdNews will report on the summit's outtakes.
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