TV media planning enters new era as agencies innovate with measurement

Thinkbox, the UK’s television advertising body, and Ebiquity, the consultancy, debate the evolving role of TV as a deliverer of brand profitability, and what this means for media strategists.

It was the haymaker that no one saw coming. After numerous friendly encounters, including 2018’s ‘Profit Ability’ report, which argued that television has a 40% advantage over other channels in delivering ROI, Thinkbox and Ebiquity unexpectedly...

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