Videology Sees Hike in Programmatic TV

By Jon Lafayette
( Broadcasting & Cable )
published

Videology says it is seeing a big increase in the amount of money being spent via programmatic buying on linear TV ad campaigns.

From first quarter 2016 to second quarter 2016, the jump was 74%. That followed a 50% hike from 4Q 2015 to first quarter 2016.

“The traditional methods of TV buying are still alive and well, but now, for the first time, we’re starting to see real movement in the use of data and technology for advancing TV advertising efficiencies,” said Scott Ferber, founder and CEO, Videology. “Through tools like Videology’s DETV™ product, we’re able to go a level deeper in finding and reaching strategic audiences, which provides huge value to both advertisers and TV inventory suppliers.”

While programmatic campaigns can be based on a variety of data, Videology says a growing number of marketers are recognizing the importance of delivery in traditional demos. The company found that 41% of the campaigns came with a request for ratings verification from either Nielsen or comScore.

Jon Lafayette
Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.