The line between TV and digital video is blurring. Increasingly, TV is becoming a digital ad buy, with the ability to automate data-driven buying decisions to target audiences. As video on demand and streaming gains viewer share and content producers seek distribution across platforms, ad buying across channels and devices is becoming a more singular process.
With this shift, TV ad buying is undergoing a rapid evolution away from a one-to-many to a one-to-one addressable, audience-based and cross-screen approach. It’s moving away from Gross Rating Points (GRPs) and Cost per Point (CPP) metrics for reaching broad demographic targets and toward audience targets. Using programmatic trading technology and first- and third-party data to target audiences, the ability to buy TV spots in concert with digital is finally becoming a possibility.
“What’s most exciting in smart/connected TV is that it is most closely aligned with traditional digital capabilities,” said Tore Tellefsen, VP of TV solutions at dataxu. “We think the real opportunity is taking digital audiences and activating them on OTT. The technology and plumbing is there for real-time decisioning.”
For a look at the market, current challenges and where addressable TV and cross-device media buying is headed, read the full article on MarTech Today.