Impact - - FEATURE -

Programmatic and the use of datalearn­ing will not only be limited

to Digital, but will soon en­ter other medi­ums like TV, OOH and Ra­dio. While the West is al­ready see­ing this hap­pen, in In­dia this is

hap­pen­ing in spurts.

Ear­lier this year, me­dia tech­nol­ogy

com­pany SureWaves launched SkyNet, a programmatic tele­vi­sion ad­ver­tis­ing mar­ket­place. Surewaves

claims this is for the first time that programmatic has been used to help ad­ver­tis­ers plan and buy au­di­ences on TV. Kishore AK, CTO, SureWaves Me­di­aTech Pvt

Ltd says, “Ad spends on Digital and mo­bile ad­ver­tis­ing have surged by lever­ag­ing au­to­ma­tion and im­proved tar­get­ing to more ef­fec­tively reach the right au­di­ence. The Tele­vi­sion in­dus­try, which hasn’t al­tered the way it buys or sells ad­ver­tis­ing over the last sev­eral decades, has fi­nally be­gun to em­brace au­to­ma­tion to bring greater ef­fi­ciency, tar­get­ing and ac­count­abil­ity to the ad buy­ing process with programmatic TV. While Tele­vi­sion rep­re­sents the most pow­er­ful medium for reach­ing mass con­sumer au­di­ences in In­dia, me­dia plan­ners and buy­ers are still

deal­ing with out­dated systems that drag down their pro­duc­tiv­ity.

Buy­ers are be­com­ing more so­phis­ti­cated in their abil­ity to reach spe­cific au­di­ences. How­ever, they fre­quently face road­blocks

when it comes to Tele­vi­sion ad­ver­tis­ing. It’s also dif­fi­cult to plan ahead, since they don’t have ac­cess to in­ven­tory avail­abil­ity. They have high ex­pec­ta­tions due to the so­phis­ti­cated me­dia buy­ing

plat­forms avail­able to them on Digital and Mo­bile. Programmatic

plat­forms work well for both sides of the eco-sys­tem. On the broad­caster side, they equip the sales teams with data, anal­y­sis, pric­ing and ex­tra time to en­rich their re­la­tion­ships with me­dia buy­ers and close sales. Ad­ver­tis­ing is be­com­ing a very com­pet­i­tive in­dus­try, so broad­cast­ers with the vi­sion and the abil­ity to adapt to new par­a­digms will drive the in­dus­try for­ward.”

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