Programmatic currently comprises a modest share of overall TV spending, but it's projected to more than double to $2.16 billion in 2017, according to Grace Kaye writing in Marketing Land. She notes that in the U.K., video-on-demand (VOD) spend increased by 12.6% last year. While that's only 4% of the overall TV ad spend, "it’s indicative of the growing popularity of this medium among advertisers looking for a more cost-effective alternative to live TV. Unlike with upfront buying, VOD programmatic allows advertisers to target specific audiences and to pay by impression (rather than estimating according to viewing figures). A well-run programmatic campaign ought to offer any business a better bang for their TV ad buck," Kaye wrote.