2017 will involve a qualitative change in the role of advertising technology on television

The advertising technology on television, the growing importance of programmatic and television and video convergence are some of the main lines that are expected to follow the market this year.

Jana Eisenstein, general director of Videology, has made public a series of considerations on how the advertising market will change throughout this year.

Eisenstein foresees that we live a qualitative change in the role of advertising technology on television. In his opinion we will see a considerable increase in the deployment of advertising technology in all channels, which will have a particularly rapid activation. In the United Kingdom, 2017 will be a fundamental year in the development of programmatic television. Sky, Virgin and BT prepare progressive advertising products using their own data and decoders technology. These platforms will make total TV accessible, with the possibility of assigning hearings and measurement on multiple devices so effectively on the main TV screen as in other digital devices.

It also advances that programmatic technology will gain more land and generate more efficiencies within the ecosystem, through tactics effectively and directed, based on automation software. According to the report eMarketer UK Programmatic Advertising Forecast Report 2016This year the proportion of the total digital video advertising programmatically in the United Kingdom exceeded 50%, reaching 553.4 million pounds. In 2018, it will exceed 70%. EMARKETER estimates that the mobile will be responsible for 63% of the total advertising expenditure on programmatic video this year, and that in 2018 the proportion will increase to 85%.

Another forecast is that the purchase of television advertising will move towards the video. The importance of guaranteed purchases and private marketplaces will continue to increase while the video develops its own path to the digital future. The TV advertising purchase models will continue to be the base of the market but will take advantage of the benefits of technology to manage an increasingly complex and fragmented purchase portfolio. The report 2016 UK Video Market At-A-Glance Videology has revealed the continuous convergence of the purchase of advertising on TV and video: nine out of 10 advertisers buy their video ads in the same guaranteed model as when they buy television spots.

Online contents

As online content, Jana Eisenstein considers that television and digital content visualization has more and more common things given the convergence of consumer behaviors. Online visualization is no longer a niche of behavior but a generalized activity that attracts different age and social class groups. Premium digital video is increasingly seen on the TV screen as well as on other smaller screens, and both in individual visualization environments and group shared visualization. According to Thinkbox, 61.6% of video display in the United Kingdom in 2015 was carried out through live TV and 35% through digital channels. Visualization through digital channels increased to almost 52% among young people aged 16 to 24, and is expected to grow more.

With the maturation of the programmatic market, substantial progress is maintained in measurement, identification and advertising decision making in real time to improve brand safety and the campaign visualization rate, as well as start combating non -human traffic. Something that should be maintained if the industry wants to continue operating effectively on scale and reinsure its key clients, advertisers.

Advertisers will demand, according to Videology, more efficiency tests throughout the conversion funnel. Although investment in digital video ads has increased, advertisers are still looking to understand if their online video efforts have changed opinions about their brand, and how they have done so. In 2017, more agencies will demand a reliable and quantifiable way to show their customers the effectiveness of the video to achieve results.

On the other hand, there will be greater use of multiple data sources in 2017, since more companies try to combine fragmented data sources in a unified vision of different devices. Those who achieve it will be able to use sources such as television measurements, the recording data of the chains and operators, the customer data of the advertisers and data from third parties with all kinds of behavior, purchase and geolocation data to create a much more powerful vision of its target consumer.

It should also be noted that the changes in the legislation of the European Union, in particular in the general regulation of data protection, will return to place the regulation on data at the center of all eyes while brands, agencies and means act to ensure that they comply with the legislation.

Jana Eisenstein estimates, finally, that the pressure of advertisers on private preserves will be greater and more coordinated. Even being aware of the essential place of Facebook and Google in media plans, advertisers will argue more and more that they are subject to the same third party measurement to offer holistic and comparable reports on campaigns. The recent Facebook stumbling on permanence times in each video is indicative of the need to create universal measurement standards in which the entire ecosystem can trust, they say from Videology.