IPG Mediabrands chief investment officer Victor Corones has suggested 2017 could be a breakthrough year for programmatic TV.
Speaking at MCN’s Homefronts, Corones said that while it was “still early days”, programmatic TV could “quickly see substantial investment” if it delivers results for clients from the get go.
Client conversations, he said, remain around achieving a singular view of consumers and understanding the impact of cross-platform media activity via a common metric.
“That seems quite easy and logical but it is a really challenging process to work though with clients,” said Corones. “On top of that is the conversation around data – which we have been talking about for years. But in the TV space that is now becoming a reality and there is a real opportunity to start to unlock it.”
MCN’s activity, he said, “is at the forefront of what we expect the sector to do, which is exciting.” However, he stressed, “getting the client there is a bit of a journey”.
That means programmatic TV players can’t afford too many teething problems.
“As we get results and see success, that leads to easier conversations and greater conversions. So it is really about what we do at the beginning that creates the momentum through the year,” said Corones.
“If we get that right and the results are in place, then [programmatic TV] could really move quite quickly and see substantial investment.”
Victor Corones, Mediabrands - MCN HomeFront & Personal from Multi Channel Network on Vimeo.
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