WASHINGTON, D.C.-It\u2019s common wisdom that the growth of programmatic television advertising has been constrained less by technology than by the difficulty in herding together all the players that own the inventory. But at a more basic level, human instinct is in play.<\/p>\n

There are a \u201clot of different actors on a lot of different levels,\u201d among them stations and groups, \u201cand getting them all together can be very challenging,\u201d TubeMogul\u2019s Matthew Dybwad confirmed during a panel discussion at the recent Beet.TV summit<\/a> on politics and advertising. \u201cI think that\u2019s really the main reason why you haven\u2019t seen programmatic television become a thing earlier than it did.\u201d<\/p>\n

Moderator Matt Prohaska of Prohaska Consulting<\/a> drilled a little deeper, asking Dybwad whether many media owners see things as \u201cgoing well enough right now\u201d for most of them.<\/p>\n

\u201cI hear this too in the industry,\u201d Dybwad responded. \u201cYou\u2019ve got station owners saying, \u2018look, I\u2019m already selling every minute of every day. Why do I need technology to make this better? How could I possibly make more money than I\u2019m making\u2019\u201d?<\/p>\n

Having spent the past 15 years in digital marketing, Dybwad<\/a>, who is the Head of Politics & Public Affairs at the global advertising software platform<\/a>, takes less of a status quo stance. \u201cIt\u2019s very clear coming from a digital marketing background that if each one of those minutes were able to be bought more efficiently, against data, with more verification and measurement, people would actually pay more to get that level of efficiency,\u201d Dybwad said.<\/p>\n

Because programmatic buying can reduce marketers\u2019 actual cost per engagement or per reach and frequency goal, it\u2019s \u201cthe key to media owners throughout the spectrum getting more for their dollar and ultimately, as automation goes forward, it\u2019s going to make their jobs even easier,\u201d said Dybwad.<\/p>\n

Among the brands leveraging TubeMogul\u2019s programmatic tools\u2014which have powered more than 300 campaigns\u2014are Allstate, Heinekin and Mondelez.<\/p>\n

\u201cOn a national landscape, this is an opportunity that makes a lot of sense for these brands because they can buy smartly with data, in a more automated fashion. It brings a lot more sense and logic into their process,\u201d Dybwad said.<\/p>\n

Within the political realm, Dybwad predicts that the 2016 election cycle will yield \u201ca lot of really compelling case studies\u201d involving programmatic buying.<\/p>\n

\u201cI think that by 2018, programmatic buying of TV across the political spectrum is going to be common place,\u201d he predicted.<\/p>\n

You are watching videos from Beet.TV politics and advertising summit<\/a> presented by OpenX along with Intermarkets. Please find additional videos from the series here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

WASHINGTON, D.C.-It\u2019s common wisdom that the growth of programmatic television advertising has been constrained less by technology than by the difficulty in herding together all the players that own the inventory. But at a more basic level, human instinct is in play. There are a \u201clot of different actors on a lot of different levels,\u201d […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5830],"tags":[5274,3712,4503,4998,5684,5987,6095,6096,6097],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/42490"}],"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\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=42490"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/42490\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=42490"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=42490"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=42490"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}