Planners: OTT, addressable bringing new life to TV ads: audience buying is just part of better consumer targeting

Authors :: Lafayette, Jon
Source :: Broadcasting & Cable. July 24, 2017, Vol. 147 Issue 17, p20, 6 p.
Publication Year :: 2017
Abstract: FOR THE ADVERTISING INDUSTRY'S top strategists and media planners, new technology is creating new ways to reach consumers--potentially making TV advertising even more potent. [ILLUSTRATION OMITTED] [ILLUSTRATION OMITTED] Broadcasting & [...]

Subjects :: Television broadcasting industry -- Marketing -- Technology application -- Customer relations
Television advertising -- Analysis -- Technology application
Customer satisfaction -- Analysis
Company marketing practices
Technology application
Business
Mass communications

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