Addressable TV advertising is the next step in mass marketing to consumers

This article explores the advances that have led to addressable TV advertising, a method that brings the digital capability of finding the right audience and accurate measurement, with the proven brand-building power of mass marketing on TV.

Addressable TV advertising is the next step in mass marketing to consumers

Adam S. Gaynor

Advances in technology mean addressable TV advertising is the next step in mass marketing to consumers. Here's what it means for finding the right audience, measurability, and finally proving ROI

Over the past few years, claims pertaining to the demise of television advertising have intensified. Read in headlines, heard in conference rooms, even seen in the shift of marketing dollars, the portents of TV advertising's death are supposedly all around. But television advertising has not died, its definition has merely changed. In 2016, TV advertising...

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