There are many terms used today to describe TV advertising campaigns: segmented TV, addressed TV, classic TV advertising or sponsorship... As you can see, there are several types of TV advertising. And today we are talking about programmatic TV.
To help you with the above concepts, we have an article that explains the differences between advertising on traditional TV and sponsorship.
To reinforce your TV knowledge, we give you some points to know:
- TV is an audio and visual medium: attractive music or original animations are welcome to reach viewers
- TV stands out in the surveys in terms of awareness, attention, memorization and incentive to buy
- 56% of French people believe that TV is the medium that broadcasts commercials that they remember best
- 53% of TV campaigns are effective on companies' turnover: they generate an average incremental turnover of +22%.
In short, broadcasting your advertising campaign on television allows you to gain awareness and visibility, build trust between viewers and your brand and reach a wide audience.
Article Summary: What is programmatic TV?
- What does the term programmatic TV mean?
- How do programmatic TV ads work?
- What are the differences between traditional and programmatic TV ads?
What does the term programmatic TV mean?
The term programmatic TV can be used to designate the process of buying TV advertising space automatically, a purchasing method that has been borrowed from digital. In other words, advertisers send their advertising brief to a dedicated platform which provides a media plan according to the budget and the chosen target, but above all, it is a platform which offers a purchase mode based on impression or commitment and not on GRP. The platform then takes care of the distribution of the advertising spots to one or more advertising agencies.
Programmatic TV buying reduces costs and buying times by reducing commercial interactions with TV broadcasters.
How do programmatic TV ads work?
Are you an advertiser looking to deliver your next TV campaign more easily? Programmatic TV should be for you!
We explain how this new method works:
- You define your targeting: local or national distribution
- You indicate which audience you want to reach: using demographic data (age, gender, social status, interests...) and geographical data
- You choose the period of time you want to communicate: precise date and duration of your campaign
- You set a budget: the budget can be high or low
Once you have discussed these points, you can send your criteria to a platform that will take care of your needs. This platform will send you one or more media plans, so you only need to select the one that suits you best. Once both parties have reached an agreement, your advertising campaign will be launched. From the viewer's point of view, there is no difference in the reception of TV advertising.
Here is a video summary of how programmatic TV works:
What are the differences between traditional and programmatic TV advertising?
Traditional TV advertising is managed by the advertising agencies, who provide the media plan and the TV channels chosen to broadcast the TV campaign. The main difference to note is the purchase method, in fact, in traditional TV we talk about guaranteed GRP cost and cost per spot.
In programmatic TV, however, the term CPM (Cost Per Thousand) is used. In addition, the advertising spots are managed by software and not by people. Then, the advertiser's requests are analysed by this software in order to find the agencies that will best broadcast these ads. With this method, your TV advertisement will have a better chance of being broadcast on several channels because the software calls on several different advertising agencies and therefore more partner channels.
Today, it is possible to produce your ads programmatically with Adkymia, FranceTV Publicité and its AdSpace offer or TF1 Pub with "La Box Entreprises".
FranceTV Publicité's offer:
The Box Entreprises by TF1 Pub:
Are there any differences between segmented TV and programmatic TV?
As far as these two media terms are concerned, one can indeed say that there are differences: geolocation. Segmented TV is essentially possible via this geographical criterion, whereas programmatic TV is not determined solely by geolocation targeting. The other difference is the purchase method: CPM for programmatic TV and GRP cost for segmented TV.