Connected TV programmatic monetisation set to ‘explode’


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| 01 November 2015





It may have been to date a slow burner in the monetisation stakes, but connected TV is set for a cash bonanza, says video inventory management platform provider SpotX.


The key driver for the ramping up in sales is said to be a move by the connected TV industry into the programmatic realm as barriers to integration dissolve and ads move across most major delivery points. In addition, SpotX expects the amount of connected TV inventory available to programmatic advertisers to surge throughout the remainder of 2015 and for measurement and deployment challenges to be overcome. By 2018, three-quarters of US homes are expected to house connected TVs, according to TubeMogul’s recent The Programmatic Living Room report in which one of the key findings was that viewability and completion rates on the format are also high, averaging over 85%.

“Innovation in the addressable TV arena is rapidly accelerating,” said SpotX VP of mobile and connected devices, Allen Klosowski. “Connected TV can unlock incredible potential for new models of cross-device advertising that deliver high-impact, measurable video campaigns for brands.”

To cash in, SpotX says it has been working to reduce buying complication for its partners such as Frequency and Wurl for whom it is to bring premium inventory to the market. The latter is a provider of cloud-based services for the distribution of streaming video programming to pay-TV systems. According to the company’s CEO, Sean Doherty, some demographic groups, particularly younger, watch made-for-digital video more than they watch traditional cable programming.