From Jack Myers Business Report: Behavioral TV Research Shines Light on Programmatic Opportunities for Advertisers
Claudio Marcus’ article was featured today in Jack Myers Business report.
“As we know, traditional TV advertising remains an efficient but imprecise means to reach mass audiences. While TV viewing remains significant across all demographic segments, it is clearly concentrated among heavier TV viewers. And because TV viewing is largely and increasingly fragmented, it is difficult to effectively reach more targeted audiences.
The use of programmatic TV planning and buying to reach advertiser-defined consumer segments presents an opportunity to more efficiently deal with audience fragmentation, increasing the value of related TV advertising. Ultimately, the ability to target TV ads to specific households, or even individuals, regardless of what or where they are watching will make TV advertising as effective and accountable as it can be. While using TV to target specific audiences poses significant challenges in today’s TV ecosystem, the value of doing so should not be underestimated.”