Can optimisers provide a lifeline for media?

In this edited version of the Wally Langschmidt Memorial Address (Oct 2003), Tony Jarvis and Brian McElroy, MediaCom/Grey Global Group, review the progress and promise of media optimisers and the role they play in media decisions in the USA.

Can optimisers provide a lifeline for media?

Tony Jarvis MediaComBrian McElroy MediaCom

In this article we review the new consumer in the USand the media landscape we face. After discussing what has happened with TV optimisers, where they are today and...