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Most marketers primarily target by audience when placing TV ads, regardless of content, network or channel, according to a fall 2015 study.
Research from Forbes Insights found that US marketing executives use various methods to place TV ads. Audience targeting is the primary method used among 52% of respondents, for example, by advertising a car on a network, channel or show watched by men or women who are in the market for a new car.
One-third of US marketing executives said that placing ads on networks with content generally targeted to their audience, like advertising women’s products on the Lifetime network, was the method they used.
Reach was another method used by 12% of respondents, who placed ads on as many networks or shows as possible to reach the maximum number of potential customers.
Addressable television promises highly-targeted messaging, but it’s still a tiny fraction of the overall TV market, and some marketers are already facing obstacles.
July 2015 research by the Interactive Advertising Bureau (IAB), Advertiser Perceptions, Samsung and AT&T AdWorks found that 35% of US senior-level agency and marketing professionals said confusion about the technical process was an obstacle they faced when placing advanced TV advertising, including addressable targeting and interactive TV. Cost-related concerns, lack of transparency in the process and reach where also some hurdles they faced.
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