Tag Archives: Advanced TV advertising
It’s a lot more complicated to be a marketer today than it was 25 years ago. Not surprisingly, I occasionally encounter marketers who feel dizzy at times by the overwhelming amount of tactical choices they have available. My reminder to them goes something like this: sometimes, the best way to cope with complexity is simply […]
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 […]
I wrote this piece on Advanced TV advertising, which published in Broadcasting & Cable today (February 26, 2018). If you’ve heard about Advanced TV and want to learn more, or if you’re just getting started, I hope you find it useful. ***** You probably read the trades and know that you can now use rich […]
[Appearing in Broadcasting & Cable]: Delivering Precision and Scale on TV Requires More Than Demo Targeting and Dayparts
Last week, Broadcasting & Cable published a story I wrote about why TV advertising is still a marketer’s best tool for acquiring new customers, and why via taking an audience-based targeting approach that embraces audience fragmentation it can now be more effective than ever. Check out the full article on Broadcasting & Cable.