“Through the DIGICOM platform, we were able to generate north of HK$600,000 in revenue and 1600+ sales at a ROAS of 10+ during one single quarter; through programmatic advertising and creative targeting Strategy” This is the compliment from our client on programmatic advertising, Hong Kong Rugby Union.
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Programmatic Advertising is good at generating both brand awareness and conversions. The prevailing trend among traditional and digital marketers are to understand the operation / execution sides and nuts and bolts of the #digital marketing for realistic planning strategy, better communication with vendors or inhouse execution of marketing campaigns for faster market response and better safeguard of your audience big data.
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Like most things programmatic, there is already a fair amount of complexity within this area, beginning with what “programmatic TV” actually refers to. In essence, any TV inventory that can be bought via a programmatic platform falls under this definition.
Regardless of exactly when, it seems inevitable that all TV inventory will eventually be purchased programmatically. And, considering the example of programmatic display’s incredibly rapid growth, we should expect this to happen sooner rather than later.
Research by PWC predicts that programmatic TV will represent approximately a third of global TV ad revenue by 2021, whereas a study by Videology states the consensus among industry experts to be closer to more than half by that date.
Five percent of all TV ad spend in the US will be programmatic by 2019, according to research by eMarketer. Though modest-sounding, that’s an extremely rapid expansion from $640 million in 2016 to the $3.8 billion it is expected to become.
The tide is turning: traditional TV advertising is slowing down, programmatic TV is rapidly expanding, and tech platforms and broadcasters are in frantic competition to claim this new, highly desirable market.