Programmatic advertising spends tick up in TV, film
| 20 October 2014
When it comes to programmatic media-buying space, there has been a continuous increase in rank for arts and entertainment sectors, especially television and film.
According to ChoiceStream's Audience Cost Calendar for October, both the movies segment and the television segment have recorded long-term momentum throughout the year, increasing in cost index every month since last December, excluding a slight drop in January and August.
This trend is drastically different than the year prior. In 2013, performance of these particular segments was sporadic, and often ranked among the lowest in cost. The television segment recorded one spike in August around the time of autumn TV premieres, but dropped to as low as 28 in rank in November.
Performance of movie ticket sales dropped from 1.36 billion in 2012 to 1.34 billion in 2013, and 2014 sales are not on track to surpass last year's numbers. Considering this trend, it makes sense that the movie segment has begun to increase in cost index, the firm said.
"Entertainment marketers are realising the need to increase advertising spend, and adjusting their budgets to engage online consumers and drive sales," said Bill Guild, vice president of marketing at ChoiceStream. "Movie studios and TV networks have discovered the effectiveness of programmatic display advertising, and their spend in these areas is driving up real-time bids."
In addition to entertainment, ChoiceStream's infographic this month addresses trends in real-time bidding costs for programmatic campaigns in other industries. Two sports-related segments have seen similar trends for over a year now, both decreasing in rank throughout September. Other segments that exhibited interesting trends include technology, personal finance and travel.