The Programmatic Advertising Promise.
Programmatic in general has the ability to target digital advertising 1-to-1 to achieve the ultimate media goal of the right person, at the right time, in the right place with the right message, on the right device. There has been a steep learning curve for those in the media industry to gain an understanding of how programmatic in general works.
An open question is when Programmatic TV Advertising will be fully integrated and adopted into current practice on buy and sell side. According to Gartner Research, Programmatic TV Advertising will be top of mind and have a bright future. Programmatic TV Advertising is shown on the Gartner Hype Cycle of Emerging Technologies 2016 on the left side and would follow the path with a steep increase in expectations. Following the Gartner Hype Cycle research methodology, the next 2 – 5 years will show a massive rise in expectations.
Barriers To Adoption with Programmatic TV Advertising
Barriers To Adoption with TV Advertising often mentioned are:
- Insufficient skills on advertiser, agency and on the publisher side
- Cost of Programmatic TV Advertising solution development
- Immature technologies and tools for implementing new solutions
- Data issues (quality and volume of data, integrating and converting data)