State of the Video Industry - Expert Voices: Part 3: Aligning the Best of Linear + Digital to Thrive in 2016

March 21, 2016

In the latest installment of an exclusive four-part video series that investigates major trends in digital video advertising, industry leaders provide their insights on the programmatic TV landscape. Watch below to see why more buyers are aligning the best of linear and digital advertising with programmatic TV.


Television will always remain a crucial part of the marketing funnel. However, due to the rising costs of TV advertising and enormous audience fragmentation across screens and channels, marketers are rethinking the way they invest in the medium. With the advancement of programmatic technology, we’re now seeing digital capabilities are being bridged to the TV world. Through programmatic TV, marketers are able to leverage the technology, data and measurement that digital offers in order to increase the effectiveness of their TV advertising. The use of these digital techniques in TV are allowing for the use of data to improve campaign targeting beyond just age and gender. In fact, 55% of buyers surveyed in our 2015 US State of the Video Industry report cited the opportunity to align TV buying and measurement with digital is the biggest reason to invest in programmatic TV.

Although the space is still slightly nascent, 41% of programmatic video advertisers are planning to use programmatic TV in the next 12 months. Brands and agencies are further realizing that advertising on TV alone is not enough, and as the technology continues to advance, we expect the amount of buyers using programmatic TV to bridge the gap to only increase.

In Case You Missed It:  Watch the first and second videos in our State of the Video Industry: Expert Voices series to learn how industry leaders from A+E Networks, GroupM, Horizon and more are adapting to digital video’s continued dominance. Stay tuned as we reveal how digital experts are using consumer habits to drive their video, mobile and branded content strategies.

To learn more about how consumer demand is driving mobile, programmatic and branded video growth in the US and abroad, visit For an-depth look at the programmatic TV landscape, download our Programmatic TV Primer.