What? How can that be? The daytime NBCUniversal syndication show can’t be have the same “quality” as the highly touted AMC Network drama, can it? It can if you’re talking about context, “an element that programmatic misses in TV," Campanelli also said.
And while “programmatic” is the word you almost always need to include in your media/marketing conversations these days, still many other wonder about its definition. Many executives have voiced this concern before -- that for the most part, programmatic is really just more media automation.
Proponents would say programmatic will continue to grow to help executives, not replace them.
But what the rise of programmatic seems to have done is push aside another media term seemingly lost in the shuffle: addressability, the ability to send/change, at moment’s notice, a targeted and timely TV commercial to a ready and waiting TV home, who will hopefully not even come close to fast-forwarding through its message.
At the same panel, Amanda Richman president of investment and activation at Starcom, said programmatic TV is, in part, really just a tool to deliver addressability and audience targeting.
We still have a long way of reaching the ultimate goal -- at least when it comes to traditional TV delivery.
That said, some are getting closer to this goal. Google Fiber service in Kansas City is testing a service where advertisers can target audiences based on location and viewing history. Customers will have the choice to opt out of being shown ads based on their viewing history.
Customers will also still have a choice between a 23-year-old reality-based, crazy conversation, daytime show and a period TV drama about the advertising industry.