Browsing Tag

granular audience targeting

The Year of Advanced TV: Leveraging Data in New Ways

In 2018, more than 50 percent of marketers are likely to include Advanced TV buys in their schedule. But for many traditional television advertisers, Advanced TV remains a daunting concept. That’s understandable. Advanced TV, as an umbrella term that encompasses everything from data-driven targeting to programmatic placement, is a fast-moving yet nuanced opportunity. (For more background on the market forces driving Advanced TV, as well as the requirements for advertising execution in this realm, check out part 1 and part 2 …

The Year of Advanced TV: How (and Why) Marketers Can Embrace the Opportunity

Advanced TV and all that it encompasses – programmatic TV, addressable TV, connected TV, linear audience targeting, set-top box video on demand, interactive TV and even second-screen syncing – is coming into its own in 2018, and the benefits to marketers are substantial. And the word seems to be out: Per Forrester Research, more than 50 percent of marketers are likely to include Advanced TV buys in their schedule this year. That said, despite investment intentions, many marketers still struggle with the definition of…