Programmatic TV is Inevitable, Let’s Do it Right
November 30, 2015 by Vincent Flood, Video Ad News
“While the industry has been talking about programmatic TV for a few years now, the reality is that it still in very much in the formative stages. The technical side is one barrier, but it’s actually far more complicated than that. Here James Grant, who looks after partner management and the FourFronts marketplace at FreeWheel, explains how trading currencies, and the industry’s approach to compliance and regulation, will all have to evolve to make programmatic TV a reality.
Despite the multitude of challenges and rapid changes the TV ad industry is facing, it remains healthy and flourishing, with figures from Warc showing that UK advertising spend reached £4.7bn in the first three months of the year, driven by strong TV spend which grew 11.5 percent year-on-year.
In our latest Video Monetization Report (VMR), we found that ad and video views are seeing significant, double-digit growth every year. This growth is being witnessed across all types of content – short-form, long-form but particularly in live simulcast or DAI (dynamic ad insertion) ad inventory (+113 percent). While live broadcast content is still fairly nascent in Europe, its significant growth in the US means that it represents perhaps one of the greatest opportunities for advertisers in the EU region.”
Read the full story at Video Ad News