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eMarketer: It is presumed that the digital video format has become the main protagonist of the programmatic buyin
Patricia Molina| 11 de febrero de 2015
La demanda por la TV programática de este año ha llamado mucho la atención
According to a forecast by eMarketer, US advertisers will spend approximately US $14.88 million in programmatic advertising; for those unfamiliar with this, this new method works for matches between the audience information provided by the advertiser and the advertising spaces available on the web. This means that investments in the digital area will increase from 37.6% to 63%.Despite the boom that the new trends of the digital world have had, social networks are taking ownership of high quality content and advertising in order to avoid participating in the programmatic buying. However, it is presumed that they can change their mind around the next 12 months. Moreover, it was found that the format of digital video (DV) has become the main protagonist of programmatic investment, growing by more than 200% this year.While Roku and Apple TV, innovative systems streaming to TVs and other devices like Chromecast of Google and Fire TV of Amazon are still considered major sources of digital video; the demand for programmatic TV this year has attracted much attention since users consider it will redefine how video is streamed online.eMarketer expects advertising on these digital devices will begin to change this 2015, taking into account that there may be an impulse encouraged by an audience that prefers addressable TV.
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