Something major happened in 2017 – for the first time in history. Advertisers spent more money on digital media than on traditional tv.
This doesn’t mean that traditional tv is going anywhere soon. But it does represent a major shift in the way businesses are using advertising channels to reach their audiences. This new movement doesn’t mean that you need to pick one over the other. What if you could have the best of both worlds? With programmatic tv, you can get the broad awareness impact of a tv campaign with the detailed precision targeting of a programmatic ad buy.
Programmatic tv is defined as a “data-driven and automated process of buying and delivering ads on television video content, including serving those ads on mobile devices, connected tv’s, and across the web.
The end of 2017 saw the highest rate of cord-cutters since the trend emerged in 2010
Not only are some doing away with paid tv subscriptions, there is an increasing number of young households who will never subscribe phone list to a paid tv service. This new audience is called “cord-nevers”. Paid cable has become less appealing to consumers, who are opting in to more flexible and less expensive video offerings like hulu, netflix, and youtube.
The good news is that people are still consuming video content – and a ton of it. However, it just looks a lot different than it did a decade ago. Programmatic tv allows advertisers to reach these consumers while they watch “advanced tv”, otherwise known as any form of tv not watched through a broadcast, cable, or satellite connection on a television. As cord cutting continues, programmatic tv advertising will allow marketers to stay in front of their audience.
One of the biggest areas of programmatic tv advertising is the ability to target connected
Ctv devices connect tv to the internet by gaming consoles, fire sticks, smart devices, or smart tvs. These ctv devices allow cord-cutters and India Lead streamers to watch premium content without having a traditional cable subscription. The content is vast, ranging from full episodes and live streams to video on demand content.
Why is any of this important? Because right now, more people use streaming video services more than cable subscriptions. 64% of people in the us own at least one connected tv device.