Beyond direct response, brand dollars are moving into programmatic in a big way, according to Saqib Mausoof, SVP of Programmatic Insights at Magna Global. Among other driving factors,
“It’s based on the fact that millennials are not watching TV,” told attendees of the OMMA Programmatic Display conference, on Wednesday. Citing the same switch in content viewing,
Brian Zaben, VP and Director of Programmatic Strategy & Analysis at DigitasLBi, couldn’t agree more. “Brand dollars are shifting, and they’re shifting rapidly,” Zaben said.
We’re not going to get $100 million [i.e., TV money], but it’s coming.”
