The New York Times has a new sales channel that will make its video inventory available to programmatic ad buyers for desktop and mobile with a mobile In-App being created per Adexchanger.
“Our video inventory is at a premium. As programmatic grows, it’s important to keep the transaction really clean,” Rachael Savage, VP of ad ops and platform strategy, told Adexchagner. “We are thinking about programmatic as a means of transaction, not necessarily as a way to differentiate the inventory.”
This new move is thought to be as a result of feedback from the Times advertisers, a majority of whom have shown proffered interest for the automated transaction. The New York Times ad sales team is now advising ad buyers to carry out programmatic reserve buys particularly in high volume times such as in Q4 when video inventory is likely to be sold out.
The Times move is in response to a marketplace in which video ads are continually increasing in popularity and at the same time programmatic is seeing a continuous growth. For the New York Times, it’s important to keep up with the latest developments and trends in the video ad space, since the competition for ad revenue is no longer just limited to online publishers but also includes other popular social media sites which continue to increase the traffic to their platforms.
TV has not been left out as studies show that it continues to safeguard its dominating role in video. Recent research from BIA/Kelsey forecasted local video advertising spending will reach $37.6 billion by 2021, up from $32.6 billion in 2016, with most of the growth coming from digital video and local TV. Interestingly, the report pointed out that digital growth could be negatively impacted by programmatic linear video.