ipl-logo

Razorfish NXT POV: Programmatic Television Targeting

1370 Words6 Pages

Razorfish NXT POV: Programmatic TV
August 2016

By: Suhani Shah

Introduction
For years now, programmatic technology has revolutionized the way digital media is targeted, executed, and measured. As a result, advertisers have experienced reduced complexity, lower costs, better data, and more precise targeting. Until recently, this advertising technology has been limited to desktop and mobile devices, having been absent from the biggest screen in the house—TVs.

Enter: programmatic television.
So, What is Programmatic TV?
In its simplest form, it is television inventory that is planned, bought, and sold on impressions using software automation. It is intended to create value and operational efficiency for both the buying and selling sides …show more content…

Connected TV represents the convergence between computers, TV sets, and set-top boxes. Of the three investment opportunities, this channel has the most precise targeting (1:1 unique targeting) when reaching audiences. Examples include Samsung Smart TVs, Roku, Apple TV, Amazon Fire, etc.
• The second, Linear Addressable TV, is technology that allows brands to dynamically serve different ads to unique audiences watching the same program or video on-demand (VOD) on Internet Protocol Television (IPTV) or set-top boxes. With this channel, audiences can be further segmented by behavioral, demographic, or geo from 1st, 2nd, or 3rd party data. Targeting opportunities become a little broader compared to CTV as it is 1:1 household targeting. Examples include distribution through multi-channel video programming distributors (MVPDs), including Dish, DirectTV, Charter, …show more content…

With every new technology comes its limitations. While programmatic TV offers great potential, the technology has experienced a handful of hurdles from the get-go:
• Reach & Scale o Both of these factors are dependent on the supply-side platforms and currently do not offer the same capacity to deliver a message to the entire linear TV universe as traditional TV ad buying currently does
• Skepticism o There’s hesitancy on both sides. TV networks have a lucrative business model they don’t want to ruin, and are wary of letting advertisers cherry-pick specific shows and ignore the rest. From the buy side, advertisers are concerned the inventory offered is remnant and low-quality
• Lack of True Programmatic Capabilities o A lot is different in programmatic TV technology compared to its digital counterpart. Currently, the standard TV pricing is on a flat CPM versus dynamic. There is little to no transparency into media cost and fees—something that digital programmatic platforms often tout. Digital programmatic technology’s core is reaching an audience in a 1:1 environment, an area where programmatic TV is barely scratching the

Show More
Related

Menards Vs Lowes Company Essay

676 Words | 3 Pages

Warehouse vending Clean neatly arranged stores, knowledgeable employees Project oriented Eliminate non-core businesses Detail oriented Increased offerings Reduce inventory Broad product offerings More customer friendly Improve customer service Cost savings to customers Point-of-sales communication New computer systems Task and result oriented Increase in major appliance sales Everyday low prices as opposed to promotional

Read More

Anheuser-Busch's Beer Product Advertising

230 Words | 1 Pages

Food, automobiles, high tech toys, and personal apparel can be considered dominant products that are advertised during TV programming. I feel this is the case due to the need of brand messaging and the ability for TV advertising to reach a broad spectrum of population. Countless studies have shown that television remains the best medium to reach a wide audience quickly (Romaniuk, 2012). The most sought after products are often revealed through TV advertising. This type of advertisement often enlightens the consumer on their soon to be desires.

Read More

Inside Sports Broadcasting Chapter 5 Summary

588 Words | 3 Pages

In this chapter I learned that there are more the 400,000 hours of sports programming available to fans, and most likely even more due to the rise of streaming. These live programming is what is keeping cable afloat for now, due to people wanting to watch sports live sharing the experience with thousands across the world. However, sports programing are not enough to save the cable industry. This causes sport networks to try to figure out a way to combine the old and new model of TV and streaming. From this chapter I learned what linear programing was and that it is when they schedule events and programing back-to-back to maximize

Read More

Matthew B. Crawford's The World Beyond Your Head

759 Words | 4 Pages

In the technologically advancing world country that we live in, everything has to fast and reliable. We want it right then and now, and if not we moved on elsewhere. If the fast-food place has a noticeable line in the drive thru most people just go to another more “convenient” place. The growing inconvenience of commercial breaks has led to prosperity by the online media streaming services such as Netflix and Hulu.

Read More

What Is The Difference Between The Federal Communications Commission's Regulation Of NBC Or CTV?

2280 Words | 10 Pages

Data from the Wall Street firm Pacific Crest shows that although multichannel video programing distributors have been hemorrhaging subscribers since 2010, they still penetrate 80 percent of all households (Udland). According to an analysis performed by the National Cable and Telecommunications Association, 85 percent of all American homes pay for television. Between 1992 and 2014, the percentage of households that pay for television increased from 61 percent to 85 percent (“Industry Data”). In comparison, The Nielson Company estimates that 96 percent of households have TV in total — making the gap between cable proliferation and total television proliferation only about 11 to 15 percent (“Nielson Estimates”). Furthermore, these cable proliferation estimates do not factor in public spaces where cable television may be viewed in everyday life, such as restaurants, doctors’ offices and airport.

Read More

Onida Target Audience Essay

749 Words | 3 Pages

The first time buyers: - this segment contains consumers who are buying TV for the first time and they either look for TVs that either contain the latest technology, superb screen quality and sound to consumers who look for a TV that contains varied features and which can also fit into their budget. Multiple set buyers: - the consumers who fall under this category are large families

Read More

Chapter Summary Of The Book The Goal

673 Words | 3 Pages

1. In the book The Goal, there are three measure that were effective in operation to achieve company's goal: throughput, inventory, and operational expense. According to the book The Goal, it defines throughput as “the money coming in, which the system generates money through sale", inventory as "the money currently inside the system that has invested in purchasing things which they try to sell" and as operational expense "the money that have to pay out in order to throughput to happen". Common features of these definitions are money and the system in which how they are closely related. For instance, as the money enters into the system, money becomes stuck inside the system and money flowing out of the system.

Read More

A Driving Force For Reshaping The Australian Television Industry

2194 Words | 9 Pages

Stan's recent popularity has drawn many Australians to use its service to entertain themselves, which is presenting the company with many opportunities it could consider towards improving its operations and services. One of the opportunities for Stan is the increasing demand for streaming services. With ongoing technological advancements within the contemporary media landscape, the invention of 'Smart televisions' and other portable electronic devices has brought in an immense consumer base with an increase in demand for more streaming services. According to the Australian Communications and Media Authority (2021), the plethora of new digital technology, including Smart television, facilitates 7 in 10 Australians to stay connected to the internet, compelling a heavy shift towards online streaming video content. The significant growth in the use of new technological devices to stream entertainment media presents a prospect for Stan to attract the consumer base by tapping into the growing demand for streaming services and increasing technological advancements.

Read More

Nielsen And CBS Are Making History

364 Words | 2 Pages

CBS and Nielsen are pioneers in an industry that has yet to fully understand and embrace digital viewership. With Total Audience’s capabilities, however, that’s all about to change. David Poltrack, chief research officer for CBS, said that the industry has been experiencing a period

Read More

Television In The 1940's

861 Words | 4 Pages

Everyone could not afford a Television of their own, so they would often stop by and have “T.V. parties”. Against other new home inventions, it stood out to be the most popular and fastest growing

Read More

Value Proposition Of Fitbit

1808 Words | 8 Pages

This is the comparison of the benefits offered by a company's product to its customers relative to the price it asks customers to pay. To do this, companies can influence the value proposition in one of two ways mainly. This can be done through long term brand building. They can also offer a relatively low cost to enhance value. Ultimately, the key is that customers perceive that the product's merits exceedingly justify its price.

Read More

Product Placement Analysis

1293 Words | 6 Pages

In an article featured in the guardian newspaper journalist Steve Rose discussed this topic in relation to television and film and how Netflix and other influences have changed the advertising of products in recent years. “One factor fuelling the rise of product placement is that traditional advertising breaks aren't hitting home like they used to. We love our new era of quality television so much, we'll do anything we can to watch it uninterrupted, whether that means paying subscriptions, watching on DVD, streaming and downloading online (legitimately or illegally), or, most often, using PVRs to fast-forward over the ad-breaks. Per research, 90% of households with digital recording use it to skip ads”. Rose

Read More

Reflection On Sunday Night

877 Words | 4 Pages

Sunday Night Synthesis - Week 3 - Buckmiller Two common themes expressed by all the material presented this week are, that we need to develop a relationship with our students in order to motivate them, and second, we as educators have to show true enthusiasm for what we are teaching. In chapter two of Meet in the Middle, Dr. Wormeli gives seventeen suggestions of ways to keep students motivated. Though all these are relevant, there were two that I related to the most. First is Meeting Learning Needs. In this section Dr. Wormeli talks about how he used the Dunn and Dunn Learning Style Inventory to determine the individual needs of his students.

Read More

Essay On Ever Changing Society

1408 Words | 6 Pages

Television; a noun defining “A system for converting visual images (with sound) into electrical signals, transmitting them by radio or other means, and displaying them electronically on a screen” has changed the world incomparably. Continuous development in the sector of media has made it more popular amongst all generations over the years. With a wide spread of genres for television shows, with big dollars in advertising revenue and sponsorships, producers and media corporations have been vying amongst themselves to target and capture attention of a wide range of audience, with shows catering specifically for their tastes and interests. However with all the tremendous and new development in the television media industry, some of the pertinent

Read More

Value Chain Analysis Of Unilever

976 Words | 4 Pages

• Helps to track an improve time to deliver the products to

Read More

More about Razorfish NXT POV: Programmatic Television Targeting

Related Topics

Open Document