BIA/Kelsey Report Examines Programmatic TV Advertising in the Local DMA

Looking Ahead to Programmtic in Local TV in 2016’ offers a brief history of programmatic TV, highlights current platforms, and features interviews with a panel of industry experts.

CHANTILLY, Va. (March 2, 2016) – A new BIA/Kelsey Insight Paper examines the promise of programmatic advertising in local TV. “Looking Ahead to Programmatic in Local TV in 2016” includes a brief historical perspective of programmatic TV, and features interviews with a panel of industry experts drawn from agencies, data firms and platform companies. For the report, these experts provided answers to a dozen questions, including:

  • How do you view programmatic TV sales in terms of its compatibility with existing approaches of traditional buying and selling?
  • What is your opinion on programmatic TV’s acceptance at advertising agencies?
  • How soon do you think programmatic TV buying will have an impact on TV commercial inventory purchasing?

“The local TV industry is developing a new personality based on an emerging set of solutions and initiatives around data-driven audience-targeting advertising, among which is programmatic,” said report co-author Rick Ducey, managing director, BIA/Kelsey. “In our new report, we focus on programmatic TV advertising in the local DMA – a relatively new domain within the programmatic marketplace.”

The 25-page report highlights some current platforms including: Placemedia, Videology, Clypd, Turn, TubeMogul, One by AOL (formerly AdapTV), AudienceXpress, AdMore, Media Ocean, Rocket Fuel, Cadent Networks, Videa, WideOrbit, comScore-Rentrak, TiVo/TRA, Experian, Epsilon, 4C, Nielsen, 4C, Epsilon, Acxiom, Sinclair, Experian, The Trade Desk, and NCC’s Audience Plus.

“The core value proposition of programmatic TV is that it can add efficiency and accuracy to the buying and selling of TV inventory,” said report co-author Mitch Oscar, executive industry advisor, BIA/Kelsey. “Programmatic TV supports more precise audience targeting beyond the traditional age and gender targeting in the traditional TV marketplace.”

Oscar will lead a panel discussion at the upcoming BIA/Kelsey BRANDS summit (March 22, New York), titled, “Programmatic + Local TV = Audience Targeting,” in which a group of experts will address the top five things brands and agencies need to know to drive targeting, efficiency and ROI. Program and speaker details for the conference are available at http://www.biakelsey.com/BRANDS.

Report Availability

More information about “Looking Ahead to Programmatic in Local TV in 2016,” including how to purchase, is available at http://bit.ly/BIAKelseyProgrammticTVRpt. BIA/Kelsey advisory services clients may login to the client portal to download the report.

About BIA/Kelsey

BIA/Kelsey defines, organizes and analyzes the multibillion-dollar Local Commerce Universe (LCU) for media, technology companies, brands and agencies competing in today’s multiplatform, interactive local media and marketing arena. LCU, the firm’s proprietary vision for tracking the evolving local marketplace, provides an effective framework for delivering meaningful data-driven analysis, consulting and valuation services, competitive intelligence and state-of-the-industry conferences. Learn more about BIA/Kelsey at http://www.biakelsey.com.

For more information contact:
Eileen Pacheco
For BIA/Kelsey
(508) 254-1440
eileen@tango-group.com