ENTERING NEW REALMS
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dealing with outdated systems that drag down their productivity.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.”