Page 17 - AdNews Magazine Jul-Aug 2020
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  As a result, the report reveals the skew towards programmatic adver- tising has continued with 43% of all advertising bought programmati- cally versus 38% being bought from agencies using insertion orders (IOs). This is compared to 29% bought programmatically a year ago.
Some 56%, the bulk of content publishers’ video inventory, was bought also programmatically in the March quarter. These figures are likely to continue rising in the second quarter as a result of the pandemic.
IAB Australia CEO Gai Le Roy, like Bayes and Tan, attributes pro- grammatic’s growing popularity to its ability to be flexible.
“Programmatic is well suited to that way of being quite efficient and flexible and I don’t think that will go away,” Le Roy says.
“I think once advertisers are used to being able to turn on and turn off the taps that suit them, they will keep using those methods.”
As traditional formats like television, radio and out-of-home (OOH) become digitised more inventory has become available to purchase in programmatic platforms.
An analysis from Zenith Media reported that 55% of all digital media was traded programmatically in Australia in 2019.
Programmatic among audio advertising has been experiencing con- tinued growth over the last few years. A recent IAB Australia Audio State of the Nation survey found the advantage of data and targeting is driving
the adoption of programmatic trading in audio advertising.
In the survey, 56% of media buyers indicated they are access- ing some of their audio inventory via programmatic channels. The number of media buyers using programmatic guaranteed buy- ing has increased from 37% to 47% in the last year.
Meanwhile, programmatic digital out-of-home (DOOH) is still in its early days but it is set to become a big growth area for the industry, especially post-pan- demic. Already this year, MediaCom and GroupM have announced a partnership with Hivestack to enable program- matic buying across out-of-home (OOH) inventory.
                                    DentsuAegis head of delivery Louisa Lewis
Programmatic is driving automation and efficiency. This evolution is daunting for some, however, the role of the media planner plays a critical and exciting role. Planners will be able to move away from traditional methodologies and develop their analytical, technical and strategic skills to make informed decisions based on deep and rich insights from programmatic activity. Through automation and efficiency gains, media planners will be able to place a higher focus on business outcomes, with reduced administrative load and increased accountability on delivering real business impact.
PHD head of digital Melbourne Liam Pook
The most immediate impact
will be a shift in skillset from traditionally negotiation-
based to a balance of technical knowledge and relationship building. Media buyers will be expected to work with their agency peers to identify ways to adapt partner ad tech products to suit client needs. Finally, close relationships built over the years will prove vital when guiding media partners along their
own programmatic journey, ensuring this is aligned with the ambitions of the agency and the clients we represent.
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