dmexco puts spotlight on programmatic video advtg in Singapore satellite
Programmatic has become the buzzword for the region. To add to that, the growth of video advertising is redefining the early impression of programmatic trading as a ‘race to the bottom’, as more premium brands, agencies and publishers are embracing the ease and monetary benefits of automation. Leading buyers and sellers talk strategy and what they are doing to future proof business in the ever changing landscape of video advertising.
dmexco, the international leading expo & conference and the most premier event for the digital economy, together with Adap.tv, is bringing the topic under the scanner in an exclusive Satellite event that will be held in Singapore on May 29, 2014 at the Flower Field Hall. The keynote speaker at the event is Phil Duffield, Senior Vice President International, Adap.tv. Digital Market Asia is dmexco’s media partner for Asia.
The session is followed by other industry leaders taking the stage in innovative presentation formats such as Hot Chair and a Three Prophet Prediction roundtable focussing on issues around the subject. This event is designed to bring all thought leaders and decision makers from the digital ecosystem together and will round up with networking. The event kicks off at 3.30 pm, and the registration process has already commenced.
As is known, in 2013, programmatic buying gained considerable traction across the digital advertising ecosystem. Over the next 12 months the industry is likely to see this trend continuing as it gains an even greater foothold, and brand advertisers turn to sophisticated programmatic buying platforms to help them plan, execute and optimise video ad campaigns. On top of this, advanced measurement and reporting tools will be made available to help advertisers maximise the value of brands’ digital investments, and this will ultimately see the gap between the digital and TV worlds closing.
With that in mind, there are four key predictions for video advertising in 2014:
#1 The majority of digital video ads will be bought programmatically
It may seem like a bold prediction, but we believe that by the end of 2014 we’ll see the majority of digital video ad buys being done programmatically. Advertisers have already wholeheartedly adopted programmatic for their display buys, with over half of all display ads being bought this way. Growth in programmatic buying for digital media has far surpassed predictions, hitting $7.4 billion in total spend in 2013, versus an earlier prediction of $3.4 billion for the year, said Magna Global, a unit of Interpublic’s Mediabrands.
Programmatic buys, done both on open and private exchanges, will similarly transform the video ad industry – making it more automated, measurable and transparent. Traditional TV advertisers will also adopt programmatic buying to extend campaigns across digital screens, which will bring us closer to closing the gap between the digital and TV worlds. Because of this massive shift toward programmatic buying, media-based ad networks will continue to struggle, while technology-driven programmatic platforms and private exchanges will proliferate.
#2 Publishers will make premium inventory available on programmatic
Throughout 2014, more and more publishers will make inventory available via programmatic platforms. The premium inventory that these publishers used to sell only through direct relationships will instead be made available on private exchanges, ensuring bids from only high-quality brands. We believe that we will see publishers experimenting with different types of private exchanges, including closed environments where only one advertiser may bid on inventory (a sort of programmatic-direct model), as well as controlled environments where a limited number of ‘invited’ brands can bid on inventory.
Advertisers want to manage their video buys on programmatic platforms, so publishers will follow suit and enter the programmatic world. Publishers will partner with video ad platforms that provide the necessary tools to help them efficiently automate the sale of their premium inventory via programmatic channels. That means 2014 may well be the year we see programmatic upfronts, where publishers provide advertisers a first look at premium inventory and preferred ad rates. All in all, there will be a big shift in the perception of programmatic inventory, from cheap and remnant ad space, to valuable premium inventory.
#3 Advanced measurement and real-time data will close the gap between TV and digital video
TV and digital video are two sides of the same coin, and in 2014, we’ll see them move closer together than ever before. Advertisers will begin to harness the power of real-time data and automated buying platforms to make integrated TV and digital ad buys – optimizing targeting across screens. To make this integrated world a reality, advertisers will adopt advanced and robust measurement and analytics for their digital video and TV ad campaigns, so they can spot synergies between platforms and optimize based on cross-channel results. Video ad platforms will work closely with leading TV measurement companies to provide the latest in real-time metrics technologies that enable greater insights into multi-screen audience measurement. By the end of 2014, the TV and digital industries will come together to define a common standard for video viewability, while making strong advances to identify common measurement metrics across screens.
#4 Mobile video advertising gets new measurement standards
We already know that mobile video advertising is the fastest-growing digital ad segment, and that growth will continue to skyrocket in 2014. As mobile video becomes a cornerstone of brands’ marketing budgets, they will demand more robust measurement standards. Mobile video ad spend has so far increased on the basis of extremely high clickthrough and conversion, but advertisers will increasingly seek ways to accurately measure engagement and brand impact, as well as cross-channel impact.
We expect to see industry standards emerge to measure mobile video ad effectiveness across the ‘four screens’ of TV, desktop, smartphone and tablet. Digital video ad networks will work with third-party measurement companies to provide an unbiased view of mobile video ad metrics, including brand engagement, ad interaction and audience reach.
While some of these points reiterate the importance of understanding the nuances of not only video advertising and the role that programmatic will play in this, Mr Duffield will provide further insights into what the video advertising platform translates for marketers.
