The new economics of TV advertising

Jessica Hindlian

How addressable TV can help advertisers adapt to changing consumer viewing habits in the US.

In the past, TV advertising s value was obvious. Ask anyone "Where's the beef?" or "Can you hear me now?" and chances are they'll immediately associate those questions with Wendy's and Verizon.

But in the digital-first world, TV's place in an omnichannel marketing strategy is shifting.

Consumers simply have far more channels than they did before, and marketers must rely on those channels to drive different behaviors. As such, TV advertising spend has come under scrutiny by marketers wanting to understand its value relative to other channels. They want to determine the right spend per channel and more accurately measure...

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