If you think\u00a0it is too soon for\u00a0so-called “programmatic” advertising buying techniques to jump from the web to\u00a0mainstream television, consider this – the future president of the United States may\u00a0already be\u00a0buying TV ads this way.<\/p>\n

That is according to video ad tech firm YuMe<\/a>.\u00a0Its chief revenue officer\u00a0Scot McLernon<\/a> concedes that\u00a0“there is a little bit of hype around it”, with only 1% of TV ads bought\u00a0using automation technology in 2014.<\/p>\n

“Focus on\u00a0the government elections for a little bit,” he\u00a0tells Beet.TV in this video interview. “These guys are going to local television stations and they\u2019re buying it up. You see it on the local news. They just can\u2019t buy any more GRPs (gross rating points<\/a>), there\u2019s no more reach.<\/p>\n

“That\u2019s where the YuMe\u00a0comes in to place \u2026 you can only get so much of your audience on television; cord cutters are simply not on network or local television.\u00a0YuMe\u00a0adds additional GRPs on a local basis. The political guys right now are calling us, versus\u00a0us calling them, to find out, ‘How do we glean a little more reach?'”<\/p>\n

McLernon says, today, “programmatic” buying of linear TV ads is mainly done through Mediaocean<\/a> at the national US level and through Strata<\/a>\u00a0at the local level. His company has partnered with the latter to enable local programmatic buying. \u00a0Here is the press release <\/a>on the Strata alliance.<\/p>\n

\u00a0McLernon\u00a0was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015<\/a> event in Austin, Texas. Our coverage is sponsored by Videology. Please find more coverage from the conference here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

If you think\u00a0it is too soon for\u00a0so-called “programmatic” advertising buying techniques to jump from the web to\u00a0mainstream television, consider this – the future president of the United States may\u00a0already be\u00a0buying TV ads this way. That is according to video ad tech firm YuMe.\u00a0Its chief revenue officer\u00a0Scot McLernon concedes that\u00a0“there is a little bit of hype […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5001],"tags":[5265,3131,4553,4587,4857],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/32981"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=32981"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/32981\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=32981"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=32981"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=32981"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}