Lots of activity on the street this week with Broadcasting & Cable’s NYC TV Week winding down today. Tony Yi, Videology’s GM, Strategic Commercial Business Development, spoke on a panel at B&C’s Advanced Advertising Summit on the topic of programmatic TV. Tony was joined by other leaders in the space like AdMore, Videa, The Trade Desk and Cross MediaWorks.
The panel was thought-provoking and really explored the current state of programmatic TV, and where the industry is headed. Some key insights that came out of the panel, as well as points that came from other notable presentations at the event, include:
- Adoption of programmatic is growing and it will soon become the standard. We’re already seeing it as the industry shifts towards OTT and CTV, which solve for the immediate need to apply addressability to TV right now.
- When asked if the same advancements in digital advertising have been applied to TV advertising, panelists agreed that as an industry, we’re getting there. We’re starting to see a lot more transparency and reporting in TV advertising, and we will continue to see technology advancements in the space.
- With the growth of programmatic, some fear that the need for salespeople will diminish. Panelists agreed that this is not the case. The human element in TV advertising will not become obsolete as technology advances. The reality is that we still need subject matter leaders to step in and explain the intricacies of the technology to their clients – that will never change, especially as the industry continues to innovate.
- Panelists also agreed that TV advertising as an ecosystem will have to solve the challenges that come up as technology advances. Change won’t happen overnight, and it won’t fall to individual entities -- it’s up to everyone working together to solve it, which provides both positives and negatives.
Lots of interesting fodder! We were also at IAB Canada’s Digital Marketing Summit, where Rory Gilliland, Senior Account Executive at Videology, spoke about “Two Truths and a Lie about Video Advertising.” He discussed the latest trends and most successful approaches to driving brand results in the converging world of TV and video content.
In other news, we heard from the street this week that education and clarity is what is holding us back as an industry. If we want to move in the converged way of doing business, in order to succeed, we need to stop creating artificial barriers and start talking in a way that establishes a norm.
Consider the terms “advanced TV” or even “programmatic”; we hear both terms being used in our industry constantly, yet the definitions are often different. This is part of the reason that we issue our educational Knowledge Labs, because they break down complicated industry terms and make them digestible and clear.
If we can break down all of the noise and come into the marketplace with a clear message, the industry as a whole can be on the same page.
Until next time – have a good weekend ahead!