Addressable TV – it's coming

Pippa Chambers
By Pippa Chambers | 25 February 2016
TubeMogul launches Australian PTV White Paper

TubeMogul has today unveiled a white paper looking at the opportunities for programmatic TV advertising in the Australian market.

The report analyses the potential and benefits of programmatic television advertising in Australia and is designed to serve as a roadmap for marketers on TV’s past, present and future.

TubeMogul Australia and New Zealand MD, Sam Smith, says: “The next five years for television advertising in Australia will be hugely dynamic and we expect to see brands, TV networks, and platform providers all pursue programmatic TV very aggressively.”

He explained that while addressable TV has not yet entered the Australian market, it is expected that a number of broadcasters will launch offerings in 2016.

Smith added that given Foxtel owns the set-top boxes in their customers’ households, MCN is in a good position to introduce an addressable offering as early as the first quarter of 2016, while Channel Seven is among a group of broadcasters also in a position to explore addressable options for their catch-up TV services.TubeMogul report 1

In addition, he says competition from new online video streaming services is challenging traditional TV networks, and programmatic TV (PTV) is expected to help TV networks solve some critical pain points – limited audience targeting, undervalued niche TV shows, time and labour intensive booking process, limited cross-screen planning, and an absence of software that can both plan and buy TV.

Head of digital and social marketing for computer company Lenovo, Danielle Uskovic, says the traditional path-to-purchase is highly manual and stretched over a number of weeks.

“If Lenovo wants a real-time, adaptive marketing approach as we have in digital, then we need to execute data driven TV buys and have the ability to optimise. PTV is a solution that will help get us there,” she says.

Alistair Jones, media and connection manager at Kellogg Company, agreed, saying the ability to overlay new data sets onto the TV audience buy to secure precision targeting, would bring significant benefits to our large-screen advertising.

“Programmatic TV would really open doors for reallocating funds based on what’s actually working,” Jones says.

“Audience delivery and reporting will then fundamentally change - from consolidated data two weeks after transmission, to almost real-time metrics on who is being exposed to our ads. It could be revolutionary.”

Check out the Programmatic TV White Paper here.

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