Traditional media channels offer high-quality environments and better chances of attention, but digital channels are often accepted or ignored despite concerns around ad quality and effectiveness.
Nina Franck explores how to pick and mix campaign measurement tools to best suit business and budgets.
Strategy Leaders: Behavioural targeting on digital and TV avoids lumping together audiences based on ages and households where advertisers can customise the reach of their campaigns, writes Nina Franck.
Advertisers would be well-advised to treat the growing AVOD market as an opportunity akin to broadcast, not just digital.
Now that the SVODs are on BARB, we’ll really be able to see whether younger Netflix viewers are the ones that do not watch linear TV at all.
Contextual relevancy is being brought to a mass medium that has always offered creative opportunities for emotional messaging.