Programmatic technology or how to exploit the segmentation on television In an audiovisual setting that tends to the convergence between TV and online video, addressable TV is emerging as the next revolution to raise one step further customization of the advertising experience.
The advertising industry lives in a constant evolution in television. In recent years, the use of programmatic technologies has allowed widely automate the buying and selling of advertising, making the entire campaign management process more efficient. In an audiovisual setting that tends to the convergence between TV and online video, the next revolution to raise one step further customization of the advertising experience: Welcome to the addressable TV.
Programmatic technology already is a breakthrough when it comes to serve advertising on television, through the use of software for the management of campaigns. But a new twist, based on the application of intelligent layers of technology to achieve a much more accurate segmentation of audiences, comes from the hand of advertising by assignment. Or, as it is known in the Anglo-Saxon markets, addressable TV. As a result, the emission of linear television advertising goes from being uniform to become an experience customized and individualized by households. This is a breakthrough model of segmentation that nowadays has conventional television.
This situation disruptive, which will modify the advertising ecosystem on television, what is the opinion of the major players in the industry? From the point of view of technology, we have recently published the study TV Nations: the future of the progressive solutions for Tv advertising in collaboration with MTM, which shows what the current state of the realities and the wishes of the industry with regard to programmatic television. And what emerges from the report is that there is a consensus by all stakeholders in promoting the development of progressive technological solutions for advertising on television throughout Europe.
The main members of the industry foresee an increase of new advertisers and television thanks to the customizable advertising campaigns. According to a recent study of the Video Advertising Bureau, 71% of advertisers are willing to pay more expensive prices for best segmented advertising. Without a doubt, progressive solutions for television advertising will help to drive a significant growth of the television industry. And some estimate a sprouting of this market, which reached figures of billions in a few years.
Convergence of TV and online video
Today television follows the lead in video consumption in Spain, being the star linear television. Audiovisual media consumption habits reveal that they consume four hours of linear television per person per day in Spain. The total computation of consumption of audiovisual media is increased if we consider the second screens.
Faced with this situation, the future of advertisers and agencies will go hand with convergence. Nothing will serve to control the mobile phone or on-demand very well if a convergent audiovisual product that is able to compete on equal terms in terms of strength and stability. In Spain we have the technology available to apply the convergence of video online and television and a growing consumer demand, so we should reflect on its actual implementation so that we do not take unsuspecting.
La convergencia es la meta hacia la cual el mercado debe dirigirse. Desde hace un tiempo, gigantes empresariales como Google y Facebook han focalizado su inter s en la televisi n, la siguiente gran pantalla donde tienen puesto sus objetivos. El resto de actores, si queremos competir en igualdad de condiciones, debemos dar pasos hacia esa convergencia donde los anunciantes puedan desarrollar campa as con posibilidad de brand safety, entornos seguros y campa as de calidad.
Teba Lorenzo Directora Comercial de Videology en Espa a
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Programmatic technology or how to exploit the segmentation on television In an audiovisual setting that tends to the convergence between TV and online video, addressable TV is emerging as the next revolution to raise one step further customization of the advertising experience. 
