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Various research reports show TV advertising is growing in single digits compared to digital, which is growing by over 40 per cent. According to Rajendra Khare, Chairman and Managing Director of media company SureWaves, advertisers are not seeing data-backed returns on investment in TV, while the digital medium is much more accountable.
SureWaves has launched Skynet, a new programmatic advertising product which will make TV advertising much more efficient, claims Khare. He says this is the world’s first end-to-end programmatic platform for broadcast TV. Broadcasters can list their inventory and rates and the system will match it with advertisers’ goals such as reach and target audience by designing the most appropriate advertising plan including time slots and prices. It also schedules the telecast and monitors it.
Khare says this product ensures the advertisers are paying for performance achieved. If the target stated was a GRP of 500 but not met, they would pay less, he added.
According to Khare, current programmatic TV advertising players internationally focus on only some aspects – demand, data, inventory supply, and so on. He says Skynet caters to the entire eco-system, and can draft a plan in minutes compared to more traditional ways which can take weeks. It can deal with last-minute changes, take corrective action on the fly and also enable financial transactions. It can help TV compete on a level playing field with fast emerging digital media and make a traditional medium intelligent and agile. Skynet leverages SureWaves’ technology of its product SureWaves Spot TV Network, which allows advertisers on cable channels to reach their aggregated audience on a market by market basis.
John Thankamony, Head – Programmatic of media and marketing services firm Mindshare, says digital advertising is successful because audiences are consuming digital media and marketers follow them there.
However, there is still a very large audience for TV. At present, buying media on TV is cumbersome. Planning, buying, invoice, reports, all are handled separately. Programmatic can streamline and consolidate these functions to derive maximum value and increase efficiency and transparency.
It can also help shorten the time to action in media-buying, Thankamony says. At present, much of it is done in advance, unlike in digital media where it is done in real time.
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