Streaming and Programmatic: A Revolution in TV Advertising
Posted: Wed Dec 04, 2024 5:03 am
Connected TV has produced an unprecedented acceleration in the transformation of traditional television advertising . Added to all this is the enormous diffusion of streaming platforms such as Netflix and Prime Video which have produced changes in the habits of consumption of traditional television content.
In recent months, many new features have been announced by the most used and famous video platforms in Italy. The new investments and solutions presented demonstrate that streaming focuses on advertising technology, as well as content.
The new generation audience is increasingly looking for a highly personalized and immediate content experience, where they directly choose the content on streaming instead of having to navigate between television channels.
This change forces the different players to review their strategies and evolve, in order to remain competitive and relevant in an ever-changing context.
In this scenario, it becomes essential to develop advertising solutions that adapt to this new medium.
The Changing Face of Traditional TV Advertising
Traditionally, TV advertising has been based on a time-based ad buying model, with pre-planned campaigns segmented by dayparts and broad demographics. The most common ad formats have been break-TV spots, which offer high reach but lack granularity in performance data and real-time optimization.
This model, although still effective in terms of visibility, has encountered limitations in an increasingly complex digital context, where the need for measurability, personalization and advanced targeting has grown exponentially.
Programmatic Advertising: Definition and Benefits in Streaming
Programmatic advertising is an automated approach to buying advertising space, using algorithms and technology platforms to optimize and personalize ad buying.
mail]list of afghanistan list of afghanistan consumer email for both advertisers and broadcasters . Advertisers have the possibility of creating highly profiled audiences and using them for campaigns, furthermore through data enrichment activities they can expand by increasing the reach and addressability of campaigns. Broadcasters can create more defined clusters and at the same time composed of more involved users: a more profiled and interested audience is undoubtedly more interesting for advertisers too.
In the context of streaming, the integration of programmatic has enabled a number of benefits, including:
– Audience Profiled : Unlike traditional TV spots, programmatic streaming allows you to target campaigns to specific and profiled audiences . By analyzing user viewing habits, you can target ads to very specific segments, improving campaign delivery and campaign performance.
– Adaptability and flexibility : Programmatic campaigns can be optimized in real time, with the ability to modify budget, targeting and creative based on performance data. This dynamic approach allows you to quickly respond to changing market needs and optimize results.
– Measurability and Traceability : Thanks to real-time data monitoring, advertisers can access detailed dashboards and reports on user engagement data with ads by tracking every user behavior so they can have a detailed view of the entire customer journey .
In recent months, many new features have been announced by the most used and famous video platforms in Italy. The new investments and solutions presented demonstrate that streaming focuses on advertising technology, as well as content.
The new generation audience is increasingly looking for a highly personalized and immediate content experience, where they directly choose the content on streaming instead of having to navigate between television channels.
This change forces the different players to review their strategies and evolve, in order to remain competitive and relevant in an ever-changing context.
In this scenario, it becomes essential to develop advertising solutions that adapt to this new medium.
The Changing Face of Traditional TV Advertising
Traditionally, TV advertising has been based on a time-based ad buying model, with pre-planned campaigns segmented by dayparts and broad demographics. The most common ad formats have been break-TV spots, which offer high reach but lack granularity in performance data and real-time optimization.
This model, although still effective in terms of visibility, has encountered limitations in an increasingly complex digital context, where the need for measurability, personalization and advanced targeting has grown exponentially.
Programmatic Advertising: Definition and Benefits in Streaming
Programmatic advertising is an automated approach to buying advertising space, using algorithms and technology platforms to optimize and personalize ad buying.
mail]list of afghanistan list of afghanistan consumer email for both advertisers and broadcasters . Advertisers have the possibility of creating highly profiled audiences and using them for campaigns, furthermore through data enrichment activities they can expand by increasing the reach and addressability of campaigns. Broadcasters can create more defined clusters and at the same time composed of more involved users: a more profiled and interested audience is undoubtedly more interesting for advertisers too.
In the context of streaming, the integration of programmatic has enabled a number of benefits, including:
– Audience Profiled : Unlike traditional TV spots, programmatic streaming allows you to target campaigns to specific and profiled audiences . By analyzing user viewing habits, you can target ads to very specific segments, improving campaign delivery and campaign performance.
– Adaptability and flexibility : Programmatic campaigns can be optimized in real time, with the ability to modify budget, targeting and creative based on performance data. This dynamic approach allows you to quickly respond to changing market needs and optimize results.
– Measurability and Traceability : Thanks to real-time data monitoring, advertisers can access detailed dashboards and reports on user engagement data with ads by tracking every user behavior so they can have a detailed view of the entire customer journey .