IBC panel: Programmatic, big data seen as key to industry growth

Programmatic advertising based on data that helps drive personalization is destined to be increasingly adopted as content owners look for ways to better monetize their assets.

Speaking at an IBC session in Amsterdam, Susanna Dinnage, EVP & MD of the Discovery Networks U.K. & Ireland, said advertising already is quickly becoming more personalized, adding that  programmatic ad tech “is the future moving forward.”

“More personalization will lead to more conversion” for brands, she said.

“The nirvana for the TV industry is knowing who’s watching, what they do next,” said Tom Toumazis, Chairman of TVbeat/NED TheLADbible Group. “On a digital platform, they know it… what we’ll see in the future is a rapid change in the way advertisers and agencies demand to know more about what consumers do after they see an ad.”

While an increasing amount of data is being gathered, though, few companies are successfully drawing insights from it, the panel said.

“Once they have it, they don’t know what to do with it,” said panel moderator Andrew Neil, a broadcaster and publisher based in in the United Kingdom. “People are obsessed with it and expend a great effort to gather it.”

Phillip Luff, MD of Scripps Networks UK & EMEA, Scripps Networks Interactive, United States, said while having data is a good start, what a company does with it is the difference maker.

“We can never have enough data. It’s all about understanding your audience and monetizing that,” he said. “In the U.S., HGTV is having massive success (with data insights).”

Added Dinnage, “Anything that gives you consumer information is a good thing.”

Stay tuned.

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