Local Programmatic TV Buying to Grow Over Next Three Years

                 by Philip Rosenstein, Yesterday, 10:22 AM                                            
                                                

A report released by BIA/Kelsey assessing the promise of programmatic advertising in local television forecasts a gradual increase in local programmatic TV ad buying over the next three years, gaining momentum after that.

 

In 2016, the report expects only “one to two percent of the local spot television market (estimated by BIA/Kelsey to be worth $21.9 billion) to trade programmatically in 2016.”

As seen with the national TV market, that number is expected to grow relatively quickly after a few years, according to Rick Ducey, managing director at BIA/Kelsey.

 

“Local television has a number of complicating factors to sort out in order to accommodate widespread programmatic adoption, beginning with a lack of measurement reportage other than age and gender, and different workflow software. There needs to be integration of TV stations and platforms,” stated Ducey.