2017 will be the year of the television program? For better TV advertising ecosystem should ensure these pillars: quality content, data for attaining appropriate audiences and right technology to provide the best results.
Host advertising quality content, collect data to achieve the appropriate audiences and stock up on the right technology in order to provide optimal results are guidelines for better TV advertising. This was exposed Teba Lorenzo, head of Videology in Spain, in Madrid recently.
Lorenzo es consciente que la gran oportunidad que abordar el sector en los pr ximos a os gira en torno a la convergencia del v deo online y la televisi n. Hoy en d a la TV sigue a la cabeza en cuanto a consumo de v deo en Espa a, siendo la estrella la televisi n lineal. La tendencia de futuro se inclina hacia una segmentaci n de las audiencias que permita a anunciantes y agencias alcanzar target m s espec ficos gracias a la publicidad personalizada , declara Teba Lorenzo.
El contenido audiovisual proveniente de televisi n resulta mucho m s efectivo para atraer la atenci n de la audiencia en comparaci n con los contenidos generados por el usuario. De hecho, no hay una mejor forma para difundir emociones, impactar y enganchar a la audiencia que la televisi n. Est demostrado que la actitud relajada mientras nos entretenemos nos hace m s receptivos a los mensajes asociados.
Also, the TV content generates a higher return on investment. In this sense, advertising content associated with online video TV produces the highest ROI when planning in combination with conventional TV, ROI can multiply it up to 2.5 times, according to a research study sponsored by and conducted Videology by an independent expert institute in econometric models (Gain Theory).
Audience segmentation
Technological advances allow you to segment audiences targeted and personalized way to deliver appropriate advertising inventory for each viewer. Many TV companies are directing their steps toward greater use of technology to enrich their advertising formulas.
"In 2017 the turning point where demand combined with the fragmentation of the consumer through the different screens make the media realize that now is the time to really take seriously the programmatic TV will be reached," says Jana Eisenstein, MD EMEA in Videology.
In addition, the TV program will experience exponential growth in the coming years both in Europe and globally. In Europe it is estimated that the market value of television program will be 1,400 million euros in 2019, given that in 2014 was 6 million euros.
For its part, the television program open doors to new advertisers a range of small and medium size enter the market thanks to the segmentation of audiences. The target audience available can be done by ZIP code, sociodemographic characteristics, buying behavior, use of technology, lifestyles ...
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2017 will be the year of the television program? For better TV advertising ecosystem should ensure these pillars: quality content, data for attaining appropriate audiences and right technology to provide the best results. 
