Chip Plesnarski is the Media Solutions Lead for SoftServe’s Media Advisory Practice and interacts with many of the leading media companies to ideate and define technical solutions that will build their audiences and optimize their operations. This includes proving out next-gen technology to grow their brands and supporting all distribution efforts that deliver content to screens, measure and monetize.
- TV Should Follow Digital's Programmatic Lead
by
Chip Plesnarski
(Television News Daily on
09/30/2019)
John, I believe one day programmatic will even be able to optimize for audiences that would understand a “Darryl Kerrigan” reference… we can only hope!
- TV Should Follow Digital's Programmatic Lead
by
Chip Plesnarski
(Television News Daily on
09/30/2019)
Neil, thanks for pointing that out and I completely agree with that. However, I also think large advertisers will also shift a portion of their portfolio to programmatic in order to optimize and more precisely target their campaigns to specific segments as that capability improves.
- TV Should Follow Digital's Programmatic Lead
by
Chip Plesnarski
(Television News Daily on
09/30/2019)
Hello, Ed, thanks for the comments. Your points are well received, obviously I don't expect to see an overnight transition to programmatic from more traditional forms; however, I do see growing opportunity in leveraging the technology and data capabilities that we have today. Ad campaigns can be much more complex than "demo targeting" and "genre targeting". Through data science, more specific targeting can be optimized and focused on the product's primary consumers and most eligible potential future customers. Also, looking at ad buys over the entire linear/digital spectrum with the use of advanced data and AI can facilitate more focused campaign that "trims the fat" on ad purchases. I wasn't trying to overstate "digital distractions", but I would declare 15-20% of $45B to be a notable opportunity for improvement.