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The Future Of Legacy TV Advertising: Audience Targeted, Data-Driven Campaigns
It’s time the legacy TV players and digital stakeholders got together to create shared value for the advertising ecosystem. Today, it’s possible to utilize TV data to leverage audience targeting and data-driven campaigns, just like you can for digital. It used to be that legacy television advertising was mostly done via traditional media planning, purchased for specific programming and based on a small number of audience demographics. That made it difficult to understand how it connected back to other campaigns, not to mention the impact on ROI. Yet, TV content offers an emotional connection to its audience far superior to other advertising platforms. It’s remained a big part of the marketing budget for many media buyers, who spend upwards of $178 billion annually, or 35% of all advertising revenue.
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