Programmatic
advertising has allowed an intensified use of technology in the
advertisements industry. The Automated platform has initiated the
methods that are highly driven by technology in online transaction of
ads. Buying and selling of video ads and displays are now rendered an
automated mode for buyers and sellers. Programmatic platforms have
automatic transaction a common method in the ad landscape. Although,
the technology is through a nascent stage, the industry is changing
rapidly in recent times. Bringing buyers and sellers to a common
platform, it makes managing advertisement campaigns easy and
comfortable.
Industry
reports have pointed out rightly that Programmatic platform is
beginning to transform the premium marketplace of digital
advertisement. There has been an exponential rise in usage of
programmatic ad platforms since a couple of decades. Since 2013,
global spend in programmatic ads has increased 65% by 2014. Hence,
the growth in a single year is eye catching and the positive prospect
of this technology in the industry is clearly apparent.
The
functioning of programmatic videos is not similar to those of the
conventional ad displays in the platform. Its development throughout
the market is also not similar to those of other types of ads. Video
ads lays extra emphasize on displays. In the market of programmatic
ads, thus, advertisements on advanced display devices like smart TVs
plays an important role. As these platforms are supposedly much
developed that conventional modes of technology, marketers using them
have high expectations of returns. The results of ad campaigns would
be precise and they must be targeted towards the right set of
audience. In addition to these features, the aspects of TV ad
platforms are also expected by users. This increases the need of
features like inventory guarantees, premium ad placements and an
ecosystem that is friendly with the brand.
In
the present industry, marketers and publishers are hankering after
cross platform advertisement. The trend of video buying for
cross platform devices is high. As marketers are trying to combine
both digital advertisement and TV ads into the campaign strategy,
cross platform advertisements are becoming popular. In 2012,
marketers buying videos for TV as well as digital platforms was only
a quarter. The number rose to one third of the group in 2014. It is
highlighted by a market research agency named Interactive
Advertisement Bureau.
Market
surveys have concluded that 80% of marketers consider programmatic
platform as a crucial aspect for Brands. Additionally, multiplatform
videos and videos that combine both TV and internet space are gaining
grounds in the market.
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