Programmatic Video advertising is the way forward, says Kanthi D Suresh, Editor-in-Chief of Power Sportz TV


Today, videos are being used for more reasons other than just for entertainment purposes. More than 80% businesses have acknowledged the importance of this medium and are using it as a marketing tool. In a study conducted in USA, 54% of consumers want a brand they are supporting to publish more videos.

So, it’s obvious that the demand for this content type is increasing. As a result, Video advertising has become one of the most popular ad formats in the digital advertising world. But the big question still in the minds of advertisers is whether the particular ad is being served to the right kind of people or not

Programmatic video advertising has made it easier for brands to promote their products or services online. This platform uses complex algorithms to locate the targeted audience to whom it will show relevant ads during their time on the internet, as against a ‘Spray and Pray’ method, where an ad is served to all, and the advertiser hopes it has reached a potentially interested client.

Google AdSense is a program run by Google through which website publishers in the Google Network of content sites serve text, images, video, or interactive media advertisements that are targeted to the site content and audience. These advertisements are administered, sorted, and maintained by Google.

Power Sportz, is among the first ones to develop its own Programmatic Ad feature through algorithms and not rely on Google ad sense for customized ads. This has arisen because of some interesting conversations I have had during my recent interaction with Global clients, said Kanthi D Suresh, the founder of the channel who is continuously monitoring the development of this special coding. A Sport lover coming to our channel from UK, will be shown a different ad, vis-à-vis a Sport lover coming in from Australia, as interests of different cultures are different and an advertiser may like to showcase different products to both. This can be broken down even further. A golf lover from USA, can be shown a different ad as against a Basketball lover from USA. All the ads shown will be stored in our own server and is completely under our control. We can customize as many combinations of ads that we want and keep changing it as per our advertisers demand, quipped Kanthi.

Sectors which are looking at a revival post the pandemic, like Travel & tourism, in particular may benefit here as travel and tourism patterns vary significantly basis country and nationality. A traveler from Europe may be interested to travel to a place offering adventure sports as part of a package deal and against a traveler from Asia, who would be more keen on shopping and cuisine available in a particular destination.

This feature becomes very relevant for a channel like ours that gets global viewership, and we will be able to give real value for money to advertisers who look at the World as their market. This should be ready to hit the ground before December 31, 2020, says Kanthi, who wishes to end this year on a note filled with a lot of optimism in the New Year!

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