Programmatic TV and the future of advertising as we know it today

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safi2021
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Joined: Tue Feb 07, 2023 11:11 am

Programmatic TV and the future of advertising as we know it today

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We live in a time when media reinvent themselves all the time. With the rise of streaming apps such as Netflix and YouTube, companies saw the need to review their advertising investments. After all, the consumer has changed and it is necessary to follow this evolution. However, traditional media still have strength and, because of this, advertisements on programmatic TV and other traditional media should not be completely abandoned, as these channels are also adapting to meet the new demands of the consuming public. So that you know more about it, we will briefly talk below about what programmatic TV is and what is the future of television advertising . Follow! How does buying television advertising work these days? In traditional media it is still common for defined advertising spaces to be marketed.

A brand for example may choose to print its ad on page 4 of a printed newspaper, or in the second commercial break of a television program. However, this type of ad is no longer relevant, as it reaches a large number of people, who are often not the brand's target Slovenia WhatsApp Number List audience. Rede Globo's "soap opera" is the program that generally reaches the highest ratings on Brazilian TV, but also gathers a huge variety of audiences. Young people, adults, seniors, men, women: practically all of these audience categories have an audience share in the global serial, and that is why it is difficult for the brand to speak directly to a specific audience in order to be successful when advertising in this program. . And how does programmatic TV intend to change this reality? The future of advertising lies in programmatic TV, a format in which the advertiser acquires space on TV in an automated way, and the broadcaster distributes ads according to the public profile of each program or part of the program.

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On programmatic TV it is also common for advertisements not to be shown in commercial breaks, but as bumper ads , carrying a brief message and the brand logo during the program's airing. In this way, the consumer, who does not like to be interrupted while watching something to see an ad, will not need to stop watching to be “forced” to see the commercial break. In addition, this technique also prevents a person who is watching a program from changing channels at the time of the commercial. Another advantage is that when the program is posted in its entirety on YouTube, the broadcaster's website or another mobile platform , the advertisements will also be seen, not being restricted to the traditional time slot. Is programmatic TV already a reality in Brazil? Although it is still little marketed by broadcasters, some tests are already being carried out by Brazilian companies to adopt this type of media, which also allows the placement of specific advertisements in each location of the country, through geomarketing resources.
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