TV planning: Smart TV advertising

This article discusses the prospect of more targeted advertising in light of Sky TV's AdSmart product, and argues that less targeted ads can be useful in attracting new customers.

TV planning: Smart TV advertising

Dan Keatm/SIX

For some brands, the targeting achieved through Sky's AdSmart is a boon, making TV advertising relevant for more local brands but, for others, TV ads that reach beyond existing consumers are essential for long-term brand building

Marketers and media agencies have spent years identifying increasingly more targeted customer groups and then ascertaining the optimum way of communicating with them, often at the expense of everyone else. But is reaching 'everyone else' really a waste of time and money? These age-old media planning questions about 'waste' have become more prevalent recently and there's...

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