Ackerman: Los espectadores han cambiado la forma en que ven video, y ahora la publicidad debe ponerse al día
People´s consumption habits change rapidly and TV viewers choose other devices and content channels, according to what the Finding the Needle in the Haystack: A Programmatic TV Primer from AOL report revealed. The study analyzes how TV visualization is changing, which in turn boosts changes in advertising.In 2014, the number of people between 18 and 49 years old, went down 10%.”This has a signifcant impact on TV economy. Viewers have changed the way they watch video, and now it is time for advertising to catch up”, warns Dan Ackerman, Senior Programmatic TV VP for Adap.tv, property of AOL.Ackerman says that programmatic TV provides an important counterbalance to these tendencies and he predicted that 60% of brands will use programmatic techniques to air TV in 2016. AOL found that, in average, length of commercial spots for 30-minutes TV programs has increased 23 seconds from 2011 to 2014. With increasingly longer commercial cuts, TV networks are entering more 15-second ads instead of more 60-second ones. This increase seeks to compensate loss of income produced by decrease in audiences, resulting in TV viewers seeing more ads and message, and diluting the global impact of ads.
