How many times have you left the room when a TV ad has come on your screen? Pretty often is my guess.
It might be because the ad is discussing something you have no interest in. Or you might simply find it dull. But, the fact of the matter is that the ad break is often perceived by consumers as something that is less interesting than the content we want to actually view.
What if we could change that view? What if we could make the ad break as exciting as the programme?
Programmatic TV gives us that opportunity.
Until now, TV ads have been sold as a broad strokes brand advertising method that is all about putting a message in front of as large an audience as possible. But not every brand message is relevant to a broad audience. Brands might be getting big numbers in terms of viewership, but they may also irritate portions of the viewing audience with their irrelevant messages. As we can see with the minute by minute ratings measurement, there is a dip in viewership around ad breaks. In essence, TV has a “viewability” problem – only it’s one that is difficult to record and monitor.
Ratings tell us the maximum audience that potentially is watching a programme but with audience measured at the start of the clock minute, it is possible the numbers are actually less (or more) than what we pay for.
With programmatic buying methods, we are faced with the same viewability challenges. We still won’t be able to tell an advertiser if an audience has stayed in a room to watch the ad or not. However, I would argue that the enhanced targeting would result in higher viewer attention.
The definition of programmatic TV is the use of software to automate the ad buy. But the reality is that it is more than just that. When combined with data, it also gives brand advertisers the information they need to be more targeted with their ad buy. The more information about the viewing audience, the more targeted the ad can be.
And if the ad is more targeted, it can be more relevant, more interesting and more viewed. Sure, it will also still need great creative. The product might be of interest, but it will still need to be engaging. Programmatic TV provides the delivery method to ensure that the creative gets a chance at grabbing attention.
When an ad speaks to me, it’s usually because I like the humour (because it is tailored to my gender or age), the product (because it is relevant to my lifestyle) or simply resonates with a perceived need I have (such as the need for more information when I am in a position to buy a car). Programmatic TV advertising can ensure that ad speaks to me because they match one of these listed qualities. The brand wins because they are driving more targeted placements and I win because I’m watching ads that are actually of interest to me. I stay in the room when the ad break comes on because they will add value to my life.
And adding value is what it should all be about, right? Adding value to ad spend, brand engagement and quality of life. It’s a win-win for all. Isn’t it time we start pushing for more programmatic TV advertising potential in our market?
By Ian Monaghan, Director of EMEA Operations at TubeMogul.
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