A major theme that defines our clients’ strategic agenda is media convergence, particularly the convergence of digital media and TV. As companies struggle to bring two massive businesses together, one issue I find is that digital and TV folks are often talking past each other. In other words, they’re using totally different words to describe their businesses.
I’ve decided to launch a series of posts to define important terms and outline why they are important to you and your business. First in the series, let’s start with one of the hottest trends in advertising today, “Programmatic Advertising.”
In October, 2014 eMarketer conducted a study where they predicted that “US programmatic digital display ad spending will grow 137.1% to eclipse $10 billion this year, accounting for 45.0% of the US digital display advertising market.” Okay, so what exactly is Programmatic Advertising and why should you care?
Programmatic direct and other offerings that help direct sales are where publishers can gain the most value. There is a widespread fear and mistrust of “automation” on the sales side, but in reality it’s what enables salespeople to put their best foot forward and spend their time on high-ROI activities.
To keep pace with the future of digital sales, publishers should take a holistic look at their inventory and consider an integrated approach to automating their advertising business. This means ensuring that their direct and programmatic sales not only coexist, but also intertwine. In our recent Client Advisory Board panel we discussed how publishers are innovating to increase profits. We found that respondents currently earn less than 20% of revenue from programmatic but 64% estimate that programmatic will account for 20% to 40% of revenue one year from now.
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