The explosion of TV channels, on-demand content and OTT services continues to erode audiences. On the whole, Forrester’s Technographic data shows that consumers in EU5 countries (UK, FR, DE, IT, SP) watch on average as much TV in 2016 as they did in 2014. But the split is shifting in favor of online TV, in particular among millennials which will become increasingly difficult to reach through conventional linear TV media plans.
The fragmentation of TV content across sources shrinks audience sizes, and makes TV planning inefficient. Programmatic TV could be the answer to cross-screen, audience based planning, but the road is long and paved with obstacles. Programmatic buying is penetrating pockets of broadcaster inventory, but the level of implementation varies across countries, across broadcaster and across inventory type. The big question, of course, is whether programmatic ever makes it to linear TV advertising and becomes a viable tool to plan TV campaigns.
What is often missing from this discussion is the journey TV broadcasters have embarked on to collect and activate audience insights across their properties, and the wealth of data that is already available to test or experiment with audience-based buying within their inventory.
In the “European Marketers Get Ready For Data-Driven TV Planning" report, I break down how various TV / video inventory types will transition to different forms of programmatic over time, and explain why marketers will not have to wait for programmatic to infuse data intelligence into their TV media plans. Read the report to find out commonly missed opportunities in terms of audience optimization in TV planning.