With the collection of audience data, programmatic buying for traditional offline media has been in progress in markets such as US, Singapore, and China. In US, you can now programmatically buy print ads based on specific audience set. Time Inc., the largest magazine publisher in US, has started to allow programmatic buying of print ads on its magazines since 2015. In an article by AdAge on this highlighted that, “Media-buying agencies can use the platform to select the audience they want to reach, including “luxury,” “women,” “men,” “lifestyle” and “business/finance.” (Time Inc. plans to offer more segments in the future.) Buyers don’t know in which magazines their ads will run, only that they will likely appear among the titles in the audience segment. They can request specific placements and positioning around certain editorial content, although that might require separate negotiations.”
For TV, the increasing popularity of digital TV such as Netflix and alike opens an opportunity to buy TV ads programmatically. SingTel announced the launch of programmatic TV buy utilising Appier’s technology in early 2015. In China, platforms such as LetTV also allows you to buy TV ads based on specific target audience.
After witnessing the performance of programmatic display buy, marketers and publishers are now tapping into the technology and applying them to traditional offline media channels, to increase efficiency for both sides. We should expect to see more applications of audience data in strategising traditional media buy this year, in an attempt to reverse the decline trend of traditional media spending.