The Drum @ Cannes: Will 2017 be the year of programmatic television?
Next year will “truly” be the year of programmatic television, according to AudienceScience’s chief product officer Tim Barnes.
Tim Barnes on the rise of programmatic TV
He believes that the next programmatic trend will be in TV, with everything eventually addressable, although it will take some time to evolve.
“It [addressable] is a buzz word and has been for several years, but the reality of TV today is that it’s going to be a while before we get to the point where we literally address an audience with a programmatic buy,” says Barnes.
That said, he believes that the industry is excited by the promise of programmatic television in both acquisitions and new technologies “coming round the bend”.
He says: “Next year will truly be the year where we are starting to see a lot of adoption of actual programmatic buys across the medium.”
In the video, part of a series in partnership with AudienceScience, Barnes also talks about dynamic creative optimisation (DCO), the evolution of advertising optimisation and how this year’s festival is showing the power of data in the creative idea.
Other thought leaders interviewed in the series include Havas Media Group’s group CEO Paul Frampton and Katharine Hays, executive director of Wharton’s Future of Advertising programme.
All of The Drum’s Cannes coverage is available to view here.