Harry Patz, CRO de Rubicom Project
Although in the last 5 years the number of cable subscribers dropped by 6.7 million, a quarter of Millennials has never subscribed to cable and several studies show that this age group watches less and less traditional TV, video advertising hasn’t necessarily lost its value, according to what Harry Patz CRO at Rubicom Project, explains in an article.“Whether an ad runs during a traditional television broadcast or on the internet, video spots remain tremendously valuable, because there is still no better way to make an emotional connection with consumers” said Patz. For him, advertisers should not wonder if they should continue to spend money on video ads, but rather how they should spend their video budgets in the new age of streaming and online watching. Thanks to programmatic sales, it was possible to target the specific people you most wanted to reach, explained Patz. “Once digital video began to take hold, it was only a matter of time before video advertisers would begin to ask an obvious question: Why shouldn’t video ads be targeted with the same precision as programmatic display units?” he said.Programmatic video is taking over the industry. A recent survey by the Interactive Advertising Bureau (IAB) to 360 advertising professionals found that programmatic video spend is expected to reach 41% of the total of digital video ads in 2016. While the change towards online and streaming may cause anxiety, said Patz, it is making advertising more intelligent and efficient.
