Commentary
Making Sense Of Programmatic TV
- by Gavin O'Malley , Staff Writer @mp_gavin, September 30, 2015
When it comes to today's TV buys, Magna Global is measuring performance in a number of different ways. Yet the strategy and intelligence firm's key performance indicator remains "efficient incremental reach over the base buy," according to Todd Gordon, executive vice president and managing director at the IPG Mediabrands unit.
As Gordon told attendees of OMMA Programmatic Television on Wednesday, he's obviously interested in higher yields, and greater concentrations of target audiences, but that takes time.
More broadly, Ben Tatta, president of media sales at Cablevision, said the "ability to measure ROI is a huge step forward." Within a year, a third of all TV buying will be done "in a programmatic way," Tatta predicted.
Gavin O'Malley edits MediaPost's Mobile Marketing Daily and MoBlog column. Follow him: @mp_gavin. You can reach Gavin at gavin@mediapost.com.
According to one of last year's agency pronouncements, half of all media buying was going to be "programmatic" this year. As is well known, that one was rather far fetched. Now we are told that 30% of TV will be bought in a "programmatic way" next year. Hmmm? Wonder what is meant by "programmatic way"? Does this mean computer assisted? It certainly does not mean what programmatic enthusiasts have been selling----namely, real time "audience buying", with "big data" - enabled targeting and and, let's not forget the "undreamed of targeting efficiencies" that are coming our way.