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What advertising on television means for today’s empowered consumer

November 30, 2018 / Harikesh Nair

Remember when watching TV meant that half your viewing time was taken up by advertisements? That may well be changing. Today, in the age of Netflix, it is the consumer who is reinventing TV advertising. Armed with choice, viewers can skip commercials that don’t hold their interest. However, this doesn’t spell doom for advertisers. By leveraging digital technology to target individuals who are more inclined to buy their products, marketers are creating a win-win situation. While companies can reach out to specific consumers who are less likely to skip an ad, the latter doesn’t seem to be in a rush to tune out. That is the power of ‘addressable’ TV advertising, which is now entering our living rooms.