Tag Archives: advanced TV

The Future of TV Ad Planning: Audience or Index-Based?

For decades, advertisers have relied on an index-based approach to determine audience concentration. This way, they can size up who’s consuming what content and figure out if it makes sense to advertise there. No one uses this method more than TV advertising planners. An index worked pretty effectively when we had fewer choices of what […]

[Webinar] How Legacy Brands Can Compete in a Direct-To-Consumer Economy – My Conversation With LUMA Partners CEO Terry Kawaja

Last week, I hosted an ANA webinar with LUMA Partners CEO and Founder Terry Kawaja to talk about the rise of the direct brand economy and what traditional advertisers can do to compete. Many of you may know LUMA Partners for its LUMAscapes visualizations of various ecosystems – here’s the one they created for ad […]

[Published in the ANA] Performance is the Future of TV

I had the pleasure of publishing an op-ed piece for the Association of National Advertisers (ANA) recently. In this article, I argue that performance (e.g. more sales, customers, website visits, app downloads, etc.), not cheap CPMs, is the future of television advertising. Check out the article here.