Reflections and Thoughts Following Dmexco 2016 – Programmatic TV

7th Oct 2016

There was an awful lot of interesting take-outs from the show which we hope you will find of great interest, we certainly did! So, taking a look at Dmexco 2016, the key take outs for us are around Programmatic TV, and mobile video advertising. 

Programmatic TV

Throughout the programmatic TV sector, there are ongoing developments, but without any kind of prominent changes. Data driven TV buying was one of the hot topics of the event. The majority of display advertising sales are now coming from automated purchasing. 

Looking at the long-term, the TV ad spend of the future will most likely come primarily through programmatic TV. In 2015, the overall TV ad spend was estimated at close to eight billion dollars. But, when we say long-term, that is looking perhaps a decade ahead. This indicates that for the meantime, upfronts and people-based selling is set to continue. Programmatic TV ad spent was just a small portion of this, coming it at around 50 million dollars. However, Emarketer have forecasted that by 2019, this figure will increase to just over 11 billion. There is still a lot of convincing that needs to take place with the larger advertisers from the media buyers, but due to the spread online of programmatic, it is likely that they will start to follow suit and make the change to programmatic. 

Whether we are looking at native advertising, TV, or audio, programmatic TV is has really made a big impact this year. At the foundation of all digital advertising is the data. Adverts which are seemingly a perfect match for the audience it is displayed to are the result of data collection which is occurring constantly whenever a person logs on and uses the internet. Channel 4, Sky Media, and ITV are amongst the latest big names in media to establish programmatic systems. One thing which is set to take the market by storm is the refinements in advanced data set targeting. It is set to be applied to TV advertising quite soon. What this basically means is that whilst right now, advertising and brand agencies can buy spots, they will eventually be able to target specific individuals. This is all coming about due to innovative technologies, along with a shift in the habits of viewing. 

Mobile Video Advertising

The main different between an ordinary ad, and mobile video advertising is the engagement, it’s the stir and more importantly for the viewers, it’s an experience. With the introduction of the 360° video, the content captures the audience in a way like never before. With the movement of the device, it causes the perspective of the image to move around as well. Of course, this appeals emphatically to the younger generation of millennials, but that’s to say it doesn’t engage with older audiences too. With social media and the prospects of videos going viral, brings with it a huge opportunity for this kind of content.  Some of the market leaders who have already started to reap the benefits of this new technology include Adidas, Durex, and Coors Light. AR and VR are changing the way that people experience media, they are changing the behaviour of new media, and more importantly, they are bringing in results. 


Throughout the programmatic marketplace, workflow automation, real-time analytics, and self-serviced platform, ENVISIONX enables programmatic buyers and sellers to tap into programmatic trading faster, easier and at a lower price point. We are focused on further improving the efficiency of programmatic trading. ENVISIONX inspires and enables buyer confidence by providing the standard integration protocol, and a one-stop shop for things which are programmatic. We are headquartered in London UK, with other regional offices in Beijing, Mumbai and Kyiv.

What Are We Up to This Year

It’s been an exciting year for us here at ENVISIONX. We have been busy further optimising our AdHub marketplace to help DSPs to acquire traffic, especially Video traffic, in a much simpler and straightforward fashion. We have also made a start on local inventory suppliers to further diversify the programmatic inventory range.