Even though we increasingly spend time with digital media, traditional media ads still motivate. That's because channels like radio have massive reach. But does reach lead to real-world sales?

So far, targeting and audience segmenting are among the most common uses for the emerging technology.

Connected TV advertising is expected to grow, albeit not as fast as many would like, and certainly not as fast as audiences are embracing this platform for consuming content. Industry experts are optimistic that the ad dollars will eventually catch up with consumer adoption.

Greg Bayer, senior vice president of product at Nielsen Marketing Cloud, talks about how marketers can blend their targeting efforts to control reach and frequency and, therefore, avoid overspending on ads.

UK consumers are increasingly consuming quality, long-form digital video content, often on TV sets. Marketers’ heads are being turned, and they’re seeking placements in similar environments.