Ad buyers increasingly open to programmatic as video, TV blend

The number of senior ad buyers open to using programmatic for buying traditional TV ads is expected to exceed 67% as brands look to leverage audience data and targeting , according to a recent study.

Currently fewer than 20% use programmatic for TV ads, the study, from Cowan and Company said.

Digiday, meanwhile, in February found that nearly 62% of buyers said none of their ad buying was done programmatically, but 79% said they expected that to change during the next 12 months.

Digiday forecast the current revenue from TV budgets bought programmatically would double over the course of 2015. It estimated current programmatic spending to be 4-6% of TV ad spending.

eMarketer, meanwhile, said it’s critical that TV buying and video buying dovetail, helping “buyers and sellers to leverage the already-popular channel. It said the Digiday study found respondents to its survey were about three times more likely to purchase video programmatically than to do the same with TV.

Nearly half of respondents said buying programmatic TV inventory alongside digital video was “important” or “somewhat important.”

Stay tuned.

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