Programmatic Buying Won't Be Complete Until TV Comes on Board
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There’s no question that cross-channel marketing delivers results. And audience-driven programmatic buying has made cross-channel even more powerful. It turns out that planning, buying and running campaigns across channels, platforms and devices really is a more effective way to reach consumers with the right marketing message at the right time.
But I’m afraid it may be a bit too soon to start patting ourselves on the backs. Because there will be no real cross-channel marketing until TV joins the programmatic mix.
Even as marketers have come to appreciate the advantages of data-driven marketing, the absence of TV inventory on programmatic exchanges has left a huge gap in every so-called “cross-channel” marketing plan. TV still accounts for the lion’s share of every marketer’s budget, yet where ad planning, buying and reporting are concerned, TV remains set in its increasingly antiquated ways.
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