Programmatic advertising models need to be brought more in line with premium video’s unique characteristics, says the latest FreeWheel Council for Premium Video report.
The report points out that ‘programmatic’, despite its ubiquity, is a poorly defined term, and the resulting misalignment of priorities has resulted in confusion and friction between buyers and sellers. Add to that the qualities of premium video that mandate levels of control that are virtually impossible to manage in display-centric marketplaces, and it’s not surprising that premium video publishers have taken a conservative approach to embracing the full spectrum of programmatic models. A rapid evolution in this space has created both opportunity and risk. The innate quality and scarcity of premium video demands that there should be more care and consideration applied to determining alternate transaction models to complement direct sales.
“For premium publishers, it’s a misnomer that programmatic is a race to the bottom,” said Peter Duborg, vice president, Turner Ad Sales. “It enables advertisers to identify and select an audience within a safe, well-lit environment that offers high viewability, and very low fraud.”
The value to advertisers is clear: the premium video environment is one of transparency and safety, as well as quality of audience and positive brand associations. Embracing the intangible benefits that come with premium video by seeking safe and compliant ways to do business should be of utmost concern for both buyers and sellers.
“Concerns about fraud, viewability and transparency have historically limited our commitments to programmatic, similar to many large brands,” said Brian Pokorny, senior manager, Digital Media, MillerCoors. “Certainly the idea of a more frictionless environment is important to us at this time.”
The elements behind the problematic word ‘programmatic’ — data, automation and transaction — when correctly enacted on, are invaluable, the report concluded. Brand advertisers have more ability to drive positive business outcomes than ever before. Their ROI will continue to grow when collaborative and decisive execution is paired with the scale, engagement and effectiveness of premium video.
“Programmatic models built primarily for display and retro-fitted for the premium video space are not fit for purpose” concluded James Rooke, CRO, FreeWheel and FWC Executive Board Member. “This has often led to confusion and misaligned objectives between media buyers and sellers. Instead of continuing down this path we should move forward under programmatic models architected for premium video which promote collaboration and control between both ends of the negotiation table.”