Plans & Pricing
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Published: December 12, 2016
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For decades, TV advertising time has been valued and transacted on the basis of delivering the standard age and gender audience segments, such as adults ages 25 to 54. But richer, more descriptive advanced targets are emerging to form the basis for secondary audience guarantees, supplementing the primary benchmarks.
"With US digital ad spending surpassing TV ad spending in 2016, the influence of digital targeting capabilities on the traditional TV space will only rise as the years progress. Marketers’ push to drive advertising results will also encourage TV networks to guarantee audiences via more advanced, digital-like metrics."
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US TV* vs. Digital** Ad Spending, 2015-2020 (billions)
Marketing Measurement Challenges According to US Marketing Executives, Feb 2016 (% of respondents)
Benefits of Buying Advanced TV Advertising* According to US Senior-Level Agency and Marketing Professionals, July 2015 (% of respondents)
Importance of Select Criteria When Recommending Ad Technologies to Clients According to US Senior Agency and Brand Buyers, Aug 2016 (% of respondents)
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