Wednesday, December 21, 2016, 11:05 AM ET|Posted by Will Richmond
eMarketer forecasts that by 2018 programmatic video ad spending will be $10.6 billion and programmatic TV ad spending will be $4.4 billion. But how will all this spending impact multiscreen campaigns, and what are the key challenges ahead? These were the primary topics of a session at the recent SHIFT // Programmatic Video & TV Ad Summit which was moderated by Videology’s Chairman and CEO Scott Ferber. Panelists included Ashish Chordia (Founder and CEO, Alphonso), Andrew Feigenson (Managing Director, Digital, Nielsen), Jason Kanefsky (Chief Investment Officer, Havas Media) and Rachel Schlanger (Head of Partnerships, Initiative).
The panelists discussed the issue of knitting together measurement across TV and digital platforms, which is required for multiscreen programmatic to scale up, and how this is being addressed. Other challenges included cutting through some of the confusion around how to select technology partners when many sound similar, reducing the use of acronyms, organizing teams properly to capitalize on multiscreen and improving trust and predictability.
- Why Programmatic Video & TV Ad Spending Will Hit $15 Billion in 2018 [SHIFT Video]
- Understanding the Rise of Programmatic Video & TV [SHIFT VIDEO]
- Why Premium Video Providers are Navigating Carefully Into Programmatic [SHIFT VIDEO]
- The Role of Mobile and Connected TV Devices in Programmatic [SHIFT VIDEO]
- Digging Into Programmatic Video and TV Transactions [SHIFT VIDEO]
- 5 Video Ad Market Predictions for 2017
- NBCU EVP Dan Lovinger On How to Balance Audience-Targeted Ads With Traditional Context-Based Ads [SHIFT VIDEO]
- How Data is Fueling the Audience-Centric Video Ad Model [SHIFT VIDEO]
- Starcom USA’s Amanda Richman Explains 'Smarter Media Buying' [SHIFT VIDEO]