Tag Archives: Television

Evolution of TV: A New Whitepaper on The Promise of Programmatic TV

This post is part of DoubleClick's Evolution of TV series. In this series we identify the risks and opportunities around 7 dynamics transforming the advertising landscape as TV programming shifts to delivery over the Internet.

Television advertising is big business. How big? TV ad spending in the U.S. is projected to reach almost $84 billion per year by 2018. Traditionally, many of these billions are spent during upfronts—that time of year when traditional TV networks and, increasingly, digital media companies gather to present their fall lineups and pitch marketers for ad dollars. Whatever TV inventory hasn't been sold, or is held back, is then sold in what is called the scatter market.

While this traditional TV buying and selling model has worked well for decades, it's not without its inefficiencies. "Programmatic TV" is a likely solution that could apply digital advertising's efficiency models to improve TV advertising.

What is "programmatic TV"?
In this new whitepaper we explore what exactly "programmatic TV" is and its promise for those involved.

We define "programmatic TV" as a technology-automated and data-driven method of buying and delivering ads against TV content. This includes digital TV ads served across the web, mobile devices, and connected TVs, as well as linear TV ads served across set-top boxes.

As with any new technology, though, the programmatic TV offerings on the market today fall short of the full potential of the technology. As a result, programmatic TV skeptics have reason to ask “why change what’s not broken?” We’re here to say that, while the TV buying and selling process isn’t exactly broken, there's a role for programmatic TV to make it better.

In Part 3 in our Evolution of TV series (find the rest of the series here) we dispel the hype about programmatic TV, address the challenges, and concentrate on its promise for brand advertisers, programmers, and broadcasters.

Download the new whitepaper from Think with Google for the in-depth story.


-
Rany Ng,
Director of Product Management, Video

Evolution of TV: A New Whitepaper on The Promise of Programmatic TV

This post is part of DoubleClick's Evolution of TV series. In this series we identify the risks and opportunities around 7 dynamics transforming the advertising landscape as TV programming shifts to delivery over the Internet.

Television advertising is big business. How big? TV ad spending in the U.S. is projected to reach almost $84 billion per year by 2018. Traditionally, many of these billions are spent during upfronts—that time of year when traditional TV networks and, increasingly, digital media companies gather to present their fall lineups and pitch marketers for ad dollars. Whatever TV inventory hasn't been sold, or is held back, is then sold in what is called the scatter market.

While this traditional TV buying and selling model has worked well for decades, it's not without its inefficiencies. "Programmatic TV" is a likely solution that could apply digital advertising's efficiency models to improve TV advertising.

What is "programmatic TV"?
In this new whitepaper we explore what exactly programmatic TV is and its promise for those involved.

We define "programmatic TV" as a technology-automated and data-driven method of buying and delivering ads against TV content. This includes digital TV ads served across the web, mobile devices, and connected TVs, as well as linear TV ads served across set-top boxes.

As with any new technology, though, the programmatic TV offerings on the market today fall short of the full potential of the technology. As a result, programmatic TV skeptics have reason to ask “why change what’s not broken?” We’re here to say that, while the TV buying and selling process isn’t exactly broken, there's a role for programmatic TV to make it better.

In Part 3 in our Evolution of TV series (find the rest of the series here) we dispel the hype about programmatic TV, address the challenges, and concentrate on its promise for brand advertisers, programmers, and broadcasters.

Download the new whitepaper from Think with Google for the in-depth story.


-
Rany Ng,
Director of Product Management, Video

Evolution of TV: The Promise of Programmatic TV

This post is part of DoubleClick's Evolution of TV series. In this series we identify the risks and opportunities around 7 dynamics transforming the advertising landscape as TV programming shifts to delivery over the Internet.

Television advertising is big business. How big? TV ad spending in the U.S. is projected to reach almost $84 billion per year by 2018. Traditionally, many of these billions are spent during upfronts—that time of year when traditional TV networks and, increasingly, digital media companies gather to present their fall lineups and pitch marketers for ad dollars. Whatever TV inventory hasn't been sold, or is held back, is then sold in what is called the scatter market.

While this traditional TV buying and selling model has worked well for decades, it's not without its inefficiencies. "Programmatic TV" is a likely solution that could apply digital advertising's efficiency models to improve TV advertising.

We define "programmatic TV" as a technology-automated and data-driven method of buying and delivering ads against TV content. This includes digital TV ads served across the web, mobile devices, and connected TVs, as well as linear TV ads served across set-top boxes.

As with any new technology, though, the programmatic TV offerings on the market today fall short of the full potential of the technology. As a result, programmatic TV skeptics have reason to ask “why change what’s not broken?” We’re here to say that, while the TV buying and selling process isn’t exactly broken, there's a role for programmatic TV to make it better.

In Part 3 in our Evolution of TV series we dispel the hype about programmatic TV, address the challenges, and concentrate on its promise for brand advertisers, programmers, and broadcasters.

Download the PDF from Think with Google for the in-depth story.


-
Rany Ng,
Director of Product Management, Video

Evolution of TV: The Promise of Programmatic TV

This post is part of DoubleClick's Evolution of TV series. In this series we identify the risks and opportunities around 7 dynamics transforming the advertising landscape as TV programming shifts to delivery over the Internet.

Television advertising is big business. How big? TV ad spending in the U.S. is projected to reach almost $84 billion per year by 2018. Traditionally, many of these billions are spent during upfronts—that time of year when traditional TV networks and, increasingly, digital media companies gather to present their fall lineups and pitch marketers for ad dollars. Whatever TV inventory hasn't been sold, or is held back, is then sold in what is called the scatter market.

While this traditional TV buying and selling model has worked well for decades, it's not without its inefficiencies. "Programmatic TV" is a likely solution that could apply digital advertising's efficiency models to improve TV advertising.

We define "programmatic TV" as a technology-automated and data-driven method of buying and delivering ads against TV content. This includes digital TV ads served across the web, mobile devices, and connected TVs, as well as linear TV ads served across set-top boxes.

As with any new technology, though, the programmatic TV offerings on the market today fall short of the full potential of the technology. As a result, programmatic TV skeptics have reason to ask “why change what’s not broken?” We’re here to say that, while the TV buying and selling process isn’t exactly broken, there's a role for programmatic TV to make it better.

In Part 3 in our Evolution of TV series we dispel the hype about programmatic TV, address the challenges, and concentrate on its promise for brand advertisers, programmers, and broadcasters.

Download the PDF from Think with Google for the in-depth story.


-
Rany Ng,
Director of Product Management, Video

Evolution of TV: Reaching audiences across screens

This post is part of the Evolution of TV series. In this series we identify the risks and opportunities around 7 dynamics transforming the advertising landscape as TV programming shifts to delivery over the Internet.

The lines between TV and the web are blurring, as people increasingly watch TV online on all their devices and watch online video on their TV’s.

In part 1 of our Evolution of TV series, 7 Dynamics Transforming TV (article, PDF of whitepaper), we introduced the increasing shift of TV to delivery over the internet.

Here, in Part 2, we dig into the first dynamic — reaching fragmented audiences spread across hundreds of screens and devices — and explore how scale, measurement, technology and brand safety come together to address the challenges and create huge opportunities for broadcasters, distributors and advertisers to grow their audiences and increase brand engagement.






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Anish Kattukaran
Product Marketing, DoubleClick Video & Brand Measurement

Evolution of TV: Reaching audiences across screens

This post is part of the Evolution of TV series. In this series we identify the risks and opportunities around 7 dynamics transforming the advertising landscape as TV programming shifts to delivery over the Internet.

The lines between TV and the web are blurring, as people increasingly watch TV online on all their devices and watch online video on their TV’s.

In part 1 of our Evolution of TV series, 7 Dynamics Transforming TV (article, PDF of whitepaper), we introduced the increasing shift of TV to delivery over the internet.

The proliferation of screens to “watch TV” on has given Broadcasters increased reach but at the expense of audience fragmentation. In Part 2, Reaching Audiences Across Screens, we discuss how scale, measurement, technology and brand safety come together to address the challenges and create huge opportunities for broadcasters, distributors and advertisers to grow their audiences and increase brand engagement.






-
Anish Kattukaran
Product Marketing, DoubleClick Video & Brand Measurement

Evolution of TV: 7 Dynamics Transforming TV

This post is part of the Evolution of TV series. In this series we identify the risks and opportunities around 7 dynamics transforming the advertising landscape as TV programming shifts to delivery over the Internet.

Viewers increasingly want to watch their favorite TV shows anytime, anywhere, and on any screen. There's lots of TV content online, but hitting all three of those checkboxes isn't yet possible for every piece of programming. To do so requires a greater shift to delivering TV programming over the Internet rather than just over the air, satellite, or cable. Sounds simple, right? It's not. It is a massive shift that has game-changing implications for everyone involved.

This shift isn’t just impacting TV programmers and distributors, but also the viewers watching their favorite TV shows and sports teams across every screen, and the advertisers telling their brand stories against that content.

Today we are introducing the first part in a series called the Evolution of TV. In this series, DoubleClick and Google have identified 7 dynamics transforming the advertising landscape as TV programming shifts to delivery over the Internet. These 7 dynamics fall into three key areas:
  • Viewer engagement 
  • Delivery over the Internet and cloud 
  • Advertising 
Download the first part of the series now to learn the risks and opportunities associated with each of the 7 dynamics transforming the TV landscape and driving the shift of the $68 billion TV advertising industry.


-
Anish Kattukaran
Marketing, DoubleClick Video

Evolution of TV: 7 Dynamics Transforming TV

This post is part of the Evolution of TV series. In this series we identify the risks and opportunities around 7 dynamics transforming the advertising landscape as TV programming shifts to delivery over the Internet.

Viewers increasingly want to watch their favorite TV shows anytime, anywhere, and on any screen. There's lots of TV content online, but hitting all three of those checkboxes isn't yet possible for every piece of programming. To do so requires a greater shift to delivering TV programming over the Internet rather than just over the air, satellite, or cable. Sounds simple, right? It's not. It is a massive shift that has game-changing implications for everyone involved.

This shift isn’t just impacting TV programmers and distributors, but also the viewers watching their favorite TV shows and sports teams across every screen, and the advertisers telling their brand stories against that content.

Today we are introducing the first part in a series called the Evolution of TV. In this series, DoubleClick and Google have identified 7 dynamics transforming the advertising landscape as TV programming shifts to delivery over the Internet. These 7 dynamics fall into three key areas:
  • Viewer engagement 
  • Delivery over the Internet and cloud 
  • Advertising 
Download the first part of the series now to learn the risks and opportunities associated with each of the 7 dynamics transforming the TV landscape and driving the shift of the $68 billion TV advertising industry.


-
Anish Kattukaran
Marketing, DoubleClick Video