We have seen that the use of programmatic advertising in video has become big business in the last couple of years with thousands of companies now using programmatic to either advertise on their video content or to help advertise their products on other platforms.
This use of programmatic is set to increase even more with the partnership of Teads and Turn.
The partnership has meant that Tead, who provide a monetization platform for publishers, will work with Turn, the digital hub for marketers, will collaborate to provide programmatic advertising across a global network of publishers. This includes, Forbes, The Guardian and The Washington Post, amongst many others.
It means that we are more likely to see programmatic being used on even more sites and the advertising that is seen will be more catered to the person who is watching the video.
We have seen that the numbers of programmatic adverts being used online has increased significantly and some are predicting that the number of programmatic ads on videos will exceed 50% by 2020, meaning more targeted ads, more money for publishers and better traction for advertisers.
Pierre Chappaz, Executive Chairman of Teads says: “Online video ads are extremely effective when they are targeted with precision and placed within the right context on premium sites. Together with Turn, we are able to offer advertisers and agencies access to vast levels of new premium video inventory at scale. Our engaging, view-to-play video solutions such as our inRead format are proven to dramatically increase advertising effectiveness and perceptions”.
There are certainly obstacles to overcome in order to get to this point though, one of the main ones being that the traditional advertiser to publisher relationship will change to incorporate it. It will require a changing of mindset from what is best for the relationship itself, to what is best for each individual company within the relationship. It still requires a close link, but will need to incorporate a level of agility and proactiveness that has been lacking up until now.
We are not going to see this revolution happen overnight either, it requires a significant shift in how marketers work at the moment. To allow this to happen they need to be trained in how it works and experiment with what works best.
Because one of the keys to its ongoing success is correct targeting, it also means that experimentation is going to be needed. This will be in both the ads being shown, the audiences being contacted and how to communicate with a diverse demographic.
It means that marketers will be required to not only know their clients, but also their audiences. It means studying demographics, behaviour and actions in order to understand the best possible ways to market to them.
Programmatic in video is growing fast, but to get to its full potential the basics of how a marketer thinks needs to be fully aligned. It means becoming data driven rather than basing decisions on instinct and experimenting before success arrives rather than finding something that ‘works’ and using it. Whether this comes to fruition in the next few years is yet to be seen, but the partnership between Teads and Turn is certainly a step in the right direction.