- It’s time to reappraise context; it can be as influential in purchase decisions as brand loyalty or audience segment.
- Online users approach each environment with a specific mindset and this context should influence the development of a brand’s campaign.
- Ahead of any activity with connected TV, marketers should commit to rigorous data analysis to identify their most valuable audiences.
- Brands will need to navigate a ‘mess’ of standards and formats, avoid over-targeting at the expense of reach and remain vigilant of privacy concerns....
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