With Disney and Netflix becoming the latest providers to succumb to the inevitable commercial realities of the subscription-only TV business model, it did set me thinking again about the amount of advertising consumers now have to endure and what this means for both...
Viewer behavioural targeting on TV is superior to both digital behaviour attribution and 3rd-party data Whilst there is a lot of talk about better audience targeting on TV, there’s very little examination of the quality of data on which targeting is based. Most of the...
As the capability for consumer targeting on digital becomes ever more sophisticated, so the scope of addressable audience segments on TV looks increasingly anaemic. In fairness to the TV industry, there are considerable technical, operational, and commercial...
Standardised TV behavioural-targeting attributes can align with digital and help facilitate cross-media campaigning Aside from accurate measurement of advertising effectiveness, one of the biggest aspirations for Advertisers – and their agencies – is to be able...
TV targeting attributes must align with the speed of the consumer, not the speed of the organisation Audience targeting on TV remains very basic compared to the offering available on digital. As operators have moved into addressable advertising, most have initially...
Behavioural targeting can be used to better manage exposure, for less wastage and increased reach For an advertiser the primary business objective is to create demand. Most advertisers have a defined consumer and will have spent time understanding who those consumers...
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