Marketers know and love TV. In the UK, they’ve successfully used TV advertising to build brands for more than six decades. Despite media fragmentation, for many, it’s still a favoured medium thanks to its engaged audiences and well understood ability to build brands. But TV is changing fast, as we have explored in our recent The State of Video report which discusses the scale in technology and suitable inventory required to deliver “people”, rather than “programme”, focussed TV advertising. Marketers must
Source : Seven things every CMO should know about addressable TV advertising
