73% of media buyers will shift bigger share of budget to programmatic TV buying in 2017

Nearly three-quarters (73%) of U.S. media buyers say they’ll shift more of their budgets for TV advertising to programmatic TV in 2017, according to a new report.

The report, Programmatic TV Insights Survey, from WideOrbit, said 64% of ad buyers say they’ll spend more than 5% of their TV budgets via programmatic in 2017, up from 22% in 2016, with more than half (58%) saying they’ll do so because they want their buying to be more precise, noting that programmatic allows them to target viewers better.

Ad buyers (68%) also are looking for ways to reach a more diverse audience that uses multiple platforms, another benefit of programmatic. Some 93% of survey respondents said they believe TV and digital video advertising should be bought together to get the maximum impact, pointing to the continued convergence of TV and digital video.

The results come from a survey of 215 media buyers fielded in March 2016.

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Jim O’Neill is Editor of Videomind and Principal Analyst at Brightcove. You can follow him on Twitter @JimONeillMedia and on LinkedIn