“Right now, we’re still somewhere at the forefront,” Starcom’s video investment director Zach Isaacs tells Beet.TV in this video interview. “(Programmatic’s share of video spend is) probably a limited percentage.”

But Isaacs says “a massive shift” is coming in the next 12 months.

“I think it would be, at least from a digital video perspective, pretty significantly high. When you look at desktop video and mobile video, north of 50% potentially as we start to ingest more data in to everything we do.”

Ultimately, Isaacs, whose role has emerged from a TV-centric one to cross-platform video as more TV spend comes in to digital, wants to see programmatic fuel TV, cinema and gas station ad buying, as well as online.

He was speaking with Furious Minds CEO Ashley J. Swartz for Beet.TV at TubeMogul’s TubeMogul University customer event. For more of our videos from that event, see here.

All State has bought standard pre-roll online video repurposed from TV spots, but is now brainstorming how to make the creative more relevant given the segmentation tools available with audience buying. “There are so many metrics I can look at. I can move things around, change the placement, act and react,” she said.

For more insight into programmatic buying from a marketer, check out this video interview.

Find all our coverage of the TubeMogul event here.

“The opportunity is to take out that big ad ops piece – the inefficiencies and frictions in the marketplace – and free people’s time up so they can spend more time on strategic planning, but also on the the reporting side,” Pate tells Beet.TV in this video interview.

Many folks compare the effect of programmatic with how automated stock trading wiped human traders off the floors of Wall Street, expecting a similar wave of automation on Madison Avenue.

eMarketer sees programmatic spend comprising 29% of US digital display ad budgets in 2013, rising to 29% in 2017.

But Pate says it’s not just about replacing humans with algorithms.

“You can also get reach that you just couldn’t get before,” he says at TubeMogul‘s TubeMogul University customer event. “It just doesn’t scale to do buying manually, person-by-person.”

Find all our coverage of the TubeMogul event here.

“Most of our clients are on board with the concept and are shifting considerable budgets over in to the concept of programmatic buying,” Phil Cowlinshaw, Head of Technology at Australian media agency Ikon Communications tells Beet.TV in this video interview. “We’re starting to see the majority of them get involved in programmatic.”

Together with TubeMogul, Ikon has built a platform to aggregate online video ad space from Australian broadcasters.

“The relationship is between Ikon Communications commas and the publishers rather than with a third-party trading desk and a publisher,” Cowlinshaw adds, speaking at TubeMogul University, the vendor’s customer gathering.

Find all our coverage of the TubeMogul event here.

“Content is king,” and getting the match-up right  is an essential part of the agency’s role, says Stump who joined VivaKi from a publishing posts at at DBG and Ziff Davis.

We interviewed Stump at the TubeMogul executive retreat last week in Napa.  You can find all of our coverage of the event right here.

The use of Vines was was explained in this interview with Gary Milner, Director of Global Marketing for Lenovo.  We interviewed him last week at the TubeMogul executive retreat where he was a speaker.

Here is our first interview with Milner, where he speaks about the opportunities around programmatic.

Lenovo Taps Ashton Kutcher

The company is announcing the new product on October 29  at 10 pm. ET in a live webcast featuring Ashton Kutcher with music by Hunter Hunted,  from the YouTube studios in Los Angeles.  Kutcher’s celebrity role with Lenovo was reported in July.

This segment was taped last week at the TubeMogul University, an executive retreat.  Interviewing O’Connell is Ashley J. Swartz.

O’Connell recently left Forrester Research to join AdExchanger to form a research unit.

“The buzzword of the year, ‘programmatic direct’ is where the rubber meets the road,”  LiveRail client service VP Vijay Balan told Beet.TV in this video interview. “(It) allows a publisher to open up their inventory, whether it’s direct sales or it’s network, on a single unified platform.

“It allows them to have the best available pricing across all of these demand partners. It democratizes the actual process of buying and gets the publisher what they need, which is higher CPMs.”

AdExchanger says “programmatic direct” emerged in April when several ad tech firms got together and decided it was better than “programmatic premium” at describing how automated technology can support direct ad deals with publishers. In video, SpotXchange operates a “programmatic direct” technology, helping buyers and sellers negotiate direct deals but using automated processes.

For LiveRail, whose platform is responsible for helping a large proportion of premium publishers sell their inventory using programmatic techniques, next stop is figuring outs its programmatic place across the multi-platform video chain.

Interviewed at the TubeMogul University customer event, VP Balan says the company is asking itself: “What does the future look like? What is a TV? Is it programmatic access to inventory? Is it content being consumed? Is it just a 42-inch tablet? Answering those questions is our next step.

Update:  10.21 – LiveRail announced today the ability for publishers to put their ad pod into an RTB offering.  Here’s the story on MediaPost.

Find more of Beet.TV’s coverage of the TubeMogul event here.

Online video tech firm SpotXchange‘s CEO Mike Shehan tells Beet.TV such moves are being provoked by newly empowered advertisers on the buy side.

“Through RTB and programmatic, buyers started to see the value of having a little more control on their side … to control what ad is served to whom at what frequency,” he says in this video interview at the TubeMogul University customer retreat.

“Agency trading desks are saying ‘I’ll buy a lot from you at a high CPM – but I want to have a little more decision-making in terms of when I serve that’. That is forcing the changes on the supply side.”

Summing up the trend neatly, Shehan adds: “It’s not that they’re wanting to do programmatic – they’re trying to meet the needs of the buy side.”

Find more of Beet.TV’s coverage of the TubeMogul event here.

“Creative optimization and getting creatives more involved in programmatic is important,” she says in this video report. She also notes that programmatic buying is shifting from an operationally driven method to a more strategic one centered on ROI and performance now. But the data available for targeting needs to become more specific and nuanced, she says. “If we are just defaulting to age and gender, we have a ways to go as an industry.”

Liquidity also remains a hurdle as there’s still a shortage of premium video, she says. “As that changes and supply and demand meet, does the liquid marketplace afford and fund content?”

He also notes that an increasing numbers of brands are using programmatic buying.  (Here is a report from Adweek on the trend.)

These are some of the takeaways of Wilson of the his company’s three-day executive retreat which included 130 attendees from agencies and brands.

Today, comScore reported that TubeMogul has 1.7 billion video ads viewed in September.

Disclosure:   Beet.TV covered and produced a series of video from this event as part of sponsorship arrangement.

“From a brand perspective, this move to programmatic is very important to us,” Gary Milner tells Beet.TV in this video interview during TubeMogul University, a TubeMogul customer event. “You’ve got a merging of creative and platforms and media all together – that needs to be managed very efficiently and effectively.”

Some liken the imminent effect programmatic will have on the ad industry to how computerized stock trading eliminated human traders from the floor of the New York Stock Exchange in the nineties, believing Madison Avenue will be similarly gutted.

But Milner says: “The traditional ways of buying media manually, with invoices and manual reporting, is going to be much more difficult to manage if the inventory keeps growing globally. Software platforms allow you to be very efficient at doing this, and turn jobs from being 40% administrative to being very analytical.”

“You could be a visitor to Home Depot or, when you do clothes shopping, you might be going to a Nordstrom,” Seth says. “We’ll have that qualified on your cookie, as well as which restaurants you eat (at). I will have a cookie marked with ‘hey this person usually has breakfast at McDonalds’.

Nielsen is doing an increasingly good job at rolling out Online Campaign Ratings (OCR), its measurement tool that uses Facebook data to qualify the effectiveness of digital ad campaigns. But soon OCR will know much more about the demographics of audiences who view online ads.

“There are more data providers lined up for OCR. With Facebook and OCR, we have age and gender – but, with the second provider, we (will) bring in information, say, on income of people. We (will) bring best of breed in to OCR.”

Seth was speaking at TubeMogul University, a customer event organized by the Emeryville video ad tech firm.

Update: 10.21  Nielsen will partner with Experian unit for OCR.  Here is a report in Adweek.