Like so many other innovations that have come before it, advanced TV has become a crowded, noisy field. It can mean very different things, depending on who you ask. There is one aspect of advanced TV that is consistent, however: using richer data than a blunt age-gender demographic to define and plan to reach an audience. We call this “audience-based” planning.
Again keeping with many other innovations that have preceded it, audience-based planning lags more traditional, index-based approaches, in spite of the fact that there is ample evidence that audience-based targeting produces better results. That’s why my colleagues and I decided to put the two to the test.
In this webinar, I joined Simulmedia’s VP of Advertising Operations, Conor Finnegan, as we talked about what happened when we pitted an audience-based approach versus an index-based plan. Both had the same budgets, time frame, and the same target audience. Which one came out on top, and why?