2017 will be a qualitative change in the role of television advertising technology The television advertising technology, the growing importance of the program and the convergence of television and video are some of the main lines that follow the market is expected this year.
Jana Eisenstein, CEO of VideologyIt has issued a series of considerations on how to change the advertising market throughout this year.
Eisenstein prev que vivamos un cambio cualitativo en el papel de la tecnolog a publicitaria en televisi n. A su juicio veremos un aumento considerable en el despliegue de tecnolog a publicitaria en todos los canales, que tendr una activaci n particularmente r pida en r pida. En Reino Unido, 2017 ser un a o fundamental en el desarrollo de la televisi n program tica. Sky, Virgin y BT preparan productos publicitarios progresivos utilizando datos propios y la tecnolog a de los descodificadores. Estas plataformas har n accesible la TV total, con posibilidad de asignaci n de audiencias y medici n en m ltiples dispositivos de forma tan eficaz en la pantalla de TV principal como en otros dispositivos digitales.
Program also anticipates that the technology will gain more ground and create more efficiencies within the ecosystem, through tactics effectively planned and directed manner, based automation software. According to the report eMarketer UK Programmatic Advertising Forecast Report 2016This year the proportion of total advertising in digital video managed programmatically in the UK for the first time exceeded 50%, reaching 553.4 million pounds. In 2018, will exceed 70%. eMarketer estimates that mobile will be responsible for 63% of total video ad spending program this year, and that by 2018 the proportion will increase to 85%.
Another forecast is that buying TV advertising will move the video. The importance of guaranteed and private marketplaces purchases continue to increase while the video develops its own path to the digital future. Buying patterns in TV advertising will remain the basis of the market but reap the benefits of technology to manage a portfolio of increasingly complex and fragmented purchase. The report 2016 UK Video Market At-A-Glance of Videology has highlighted the continuing convergence of buying advertising on TV and video nine out of 10 advertisers buy their video ads on the same model that guaranteed when they buy TV spots.
online content
En cuanto contenidos online, Jana Eisenstein considera que la visualizaci n de televisi n y de contenido digital tiene cada vez m s cosas en com n dada la convergencia de los comportamientos del consumidor. La visualizaci n online ya no es un nicho de comportamiento sino una actividad generalizada que atrae a distintos grupos de edad y de clase social. El v deo digital premium es cada vez m s visto en la pantalla de TV as como en otras pantallas m s peque as, y tanto en entornos de visualizaci n individual como de visualizaci n compartida en grupo. Seg n Thinkbox, el 61,6% de la visualizaci n de v deo en Reino Unido en 2015 se realiz a trav s de TV en directo y el 35% a trav s de canales digitales. La visualizaci n a trav s de canales digitales aument a casi el 52% entre los j venes de 16 a 24 a os, y se espera que crezca m s.
Con la maduraci n del mercado program tico, se mantiene un progreso sustancial en medici n, identificaci n y toma de decisiones publicitarias en tiempo real para mejorar la seguridad de la marca y la tasa de visualizaci n de campa as, as como parta combatir el tr fico no humano. Algo que debe mantenerse si la industria quiere seguir operando eficazmente a escala y reasegurar a sus clientes clave, los anunciantes.
Los anunciantes demandar n, seg n Videology, m s pruebas de eficacia en todo el embudo de conversi n. Aunque la inversi n en anuncios en v deo digital ha aumentado, los anunciantes todav a siguen buscando comprender si sus esfuerzos en v deo online han cambiado las opiniones sobre su marca, y c mo lo han hecho. En 2017 m s agencias exigir n una forma fiable y cuantificable de mostrar a sus clientes la efectividad del v deo para conseguir resultados.
Por otro lado, se har un mayor uso de m ltiples fuentes de datos en 2017, ya que m s compa as tratan de combinar fuentes de datos fragmentadas en una visi n unificada sobre distintos dispositivos. Las que lo consigan podr n utilizar fuentes como las mediciones de televisi n, los datos de registro de las cadenas y operadoras, los datos de clientes de los anunciantes y datos de terceros con toda clase de datos de comportamiento, compra y geolocalizaci n para crear una visi n mucho m s potente de su consumidor objetivo.
It should also be noted that changes in the legislation of the European Union, particularly in the general regulation of data protection, again place the regulation on data in the center of attention while brands, agencies and media act to ensure compliance with the legislation.
Jana Eisenstein believes, finally, that pressure from advertisers on private hunting grounds will be greater and more coordinated. Even being aware of the essential place of Facebook and Google in media plans, advertisers increasingly argue that it is absolutely necessary that are subject to the same measurement third party to provide holistic and comparable reports on campaigns. Facebooks recent stumble on time spent in each video is indicative of the need to create universal standards of measurement which can rely on the entire ecosystem, say from Videology.
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2017 will be a qualitative change in the role of television advertising technology The television advertising technology, the growing importance of the program and the convergence of television and video are some of the main lines that follow the market is expected this year. 
