Pure programmatic buying of television ads in a real-time, automated fashion is not happening at any kind of scale today and probably won\u2019t for a few years, according to the Chief Investment Officer for OMD USA. However, \u201cA lot of the benefits from programmatic thinking are starting to come into the marketplace, mostly through the data side,\u201d notes Ben Winkler.<\/p>\n

\u201cWhat I think we\u2019re going to start seeing with new technologies is using addressability as a way of versioning for national TV,\u201d Winkler says in an interview with Beet.tv. \u201cThat\u2019s really exciting stuff, particularly for our set of clients, many of whom are portfolio clients, all of whom are looking for growth.\u201d<\/p>\n

Media agencies have always touted their clout in getting the most advantageous rates for their clients owing to the sheer amount of money they spend. The same principle is still at play, but it\u2019s just the starting point.<\/p>\n

\u201cUsing technology, you can take the clout and those great rates but then deliver the right ad to the right person within that national buy,\u201d Winkler says. \u201cThat\u2019s a remarkable opportunity.\u201d<\/p>\n

More TV networks are realizing that in lieu of an increase in viewers, they need to bring more value to the table, according to Winkler. He cites NBC and Turner Broadcasting as examples of programmers using various data sets to optimize schedules on the fly. \u201cAnd that\u2019s a good thing. Just because we\u2019re not doing pure programmatic doesn\u2019t mean we\u2019re not happy about the better performance we\u2019re getting for our clients,\u201d Winkler<\/a> says.<\/p>\n

For media agencies seeking to transition to the all-things-data approach to media planning and buying, the biggest change that Winkler has seen has been taking data out of the data silo \u201cor even out of the digital silo, for that matter.\u201d<\/p>\n

OMD<\/a> is seeing the biggest impact for its clients by \u201cmaking data part of the beginning of the process and therefore affecting every medium that we plan and buy on behalf of our clients,\u201d says Winkler. \u201cWhen you do that, suddenly it\u2019s 10X the impact. But only if you talk about data up front.\u201d<\/p>\n

As he looks ahead to CES<\/a> 2017 in Las Vegas, Winkler will be trying to discern the most meaningful advances in television technology from the passing near-fads.<\/p>\n

\u201cWe\u2019ve seen a lot of gimmickry over the last few years, whether that\u2019s curved TV\u2019s or 3D TV\u2019s,\u201d he says.<\/p>\n

So what went wrong? According to Winkler, manufacturers were focusing on the wrong types of technological advances.<\/p>\n

\u201cPeople want technology that makes it easier for them to watch more TV,\u201d he explains. \u201cTechnology that lets you watch more TV is going to be embraced by the American public because we love to watch TV.\u201d<\/p>\n

Voice recognition could be that technological magic bullet. The ability to tell your TV set to play episode #4 of Seinfeld or a particular pro football game.<\/p>\n

\u201cOnce you have the experience of asking technology to do something for you and it does it instantly and without hesitation and without a mistake, you will never go back,\u201d Winkler says.<\/p>\n

Who\u2019s going to deliver it? Siri with Apple? Amazon Echo? Google?<\/p>\n

\u201cI\u2019m not sure,\u201d Winkler says. \u201cThat\u2019s the new battlefront. Voice activation in the living room with a TV and may the best man win.\u201d<\/p>\n

This interview is part of our series \u201cThe Road to CES,\u201d a lead-up series in advance of CES 2017. The series is presented by FreeWheel<\/a>. Please find more videos from the series here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Pure programmatic buying of television ads in a real-time, automated fashion is not happening at any kind of scale today and probably won\u2019t for a few years, according to the Chief Investment Officer for OMD USA. However, \u201cA lot of the benefits from programmatic thinking are starting to come into the marketplace, mostly through the […]<\/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":[6006],"tags":[5267,3803,4056,4311,5256,6003,6019,6041,6042,6043],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44040"}],"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=44040"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44040\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=44040"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=44040"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=44040"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}