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Scott Button from Unruly: There is a massive change towards programmatic advertising
10 de junio de 2015
Scott Button, CEO de Unruly
Specialists in the industry are increasingly falling in love with programmatic advertising in video, so much so that their approach to this formula is leaving TV advertising in another level.That is what a study carried out by Unruly reveals, which points out that two thirds of the sellers say that throughout the past year they transferred part of their advertising budgets devoted to the small screen to programmatic advertising in video.Scott Button, CEO at Unruly, maintains that “the research makes it clear that there is a massive change in the way sellers are evaluating their digital videos”.For some, programmatic advertising in video continues to be a scantly explored territory. More than half of sellers labels as “medium”, “poor” or “very poor” his knowledge on programmatic advertising in video. “In the US, sellers are concerned with the quality of inventories (20.8%), low visibility rates (17.7%) and lack of knowledge at an internal level (15.8%)”, says Button. The report warns that specialists are seeking formulas to combine programmatic targeting with emotional targeting, and that visibility and complete viewing of videos are king in the eyes of sellers, whereas CTR or click rates are the least important in the universe of measurements linked to programmatic video advertising.
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