{"id":20772,"date":"2019-05-15T12:18:51","date_gmt":"2019-05-15T16:18:51","guid":{"rendered":"https:\/\/hearts-sciencecom.local\/?p=20772"},"modified":"2019-05-17T11:53:07","modified_gmt":"2019-05-17T15:53:07","slug":"the-future-of-programmatic-media-is-bright","status":"publish","type":"post","link":"https:\/\/hearts-science.com\/es\/the-future-of-programmatic-media-is-bright\/","title":{"rendered":"The future of programmatic media is bright"},"content":{"rendered":"

Connected television and over-the-top video are expected to grow<\/h1>\n

Along with taking home the award for \u201cBest Programmatic Capabilities by an Agency,\u201d the Hearts & Science team spent some time learning about the future of digital marketing with more than 1,200 other attendees at AdExchanger\u2019s Programmatic I\/O conference this year in San Francisco\u2014the world\u2019s largest conference focused on programmatic media and marketing.<\/span><\/p>\n

Parsing through a variety of compelling sessions with expert speakers over two action-packed days, there was a lot of diverse content to digest. <\/span><\/p>\n

A key theme that continued to reverberate within many of these talks, however, was CTV (connected television) and OTT (over-the-top) video and the pivotal role of omnichannel CTV\/OTT video planning within an ever-changing consumer landscape.
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Programmatic media strategy is a must<\/h2>\n

At the moment, native, video and mobile are the three fastest-growing formats and channels year over year. Due to ongoing brand safety concerns, higher-value premium ad format availability and continued demand for automation, buyers are being pushed toward greater and greater video spending via private marketplaces and programmatic direct deals.<\/span>1<\/span><\/sup> Optimism about CTV is at an all-time high, and it\u2019s projected that \u201cby 2021, nearly 50% of all programmatic dollars will be spent on video,\u201d says eMarketer\u2019s Lauren Fisher.<\/span><\/p>\n

As we continue to capture changes in the programmatic ecosystem and move more from open market digital into programmatic direct buys, the unique challenges around identification, measurement and inventory within the CTV\/OTT space in comparison to traditional online video will need to be strategically planned for and addressed. <\/span><\/p>\n

\u201cCTV already represents 15% of time spent on the big screen in the U.S., but only 4% of media spend is devoted to the channel,\u201d \u2014 Jessica Lough of Digitas<\/span><\/p><\/blockquote>\n

Take your programmatic game next level<\/h2>\n

Areas for agency buying improvement in the space are vast, but focusing on the following components will be key in establishing best practices and thought leadership moving forward:<\/span><\/p>\n