""People think of TV as linear, so they plan linear and streaming with the same mindset using demographic targets to achieve broad reach. Now that we have a better understanding of the viewer using big data and how the program content is delivered - whether it's linear, connected, streaming - TV can be used to support the full marketing funnel and not just brand awareness.""
""This upfront season, video investment teams are finding out that it's easier to measure television, including the non-traditional ad formats. Measurement can include more than reach and impressions. You can understand consumer decisioning from consideration all the way through to product purchase.""
""As demographics and habits shift, purchase data illuminates. Understanding audiences is essential for advertisers to make optimal investments in linear and digital TV. However, with the TV market increasingly splintered, age brackets and other demographics are only one piece of the puzzle.""
The shift from viewership to commerce in TV presents new opportunities for advertisers to engage consumers through two-way interactions. Modern strategies are essential for navigating vast data to refine campaigns. Purchase-based segmentation is crucial for predicting future loyalty and sales lift. Understanding audiences beyond demographics is vital, especially as millennials and Gen Z are projected to dominate retail sales growth by 2030. These groups prefer streaming and digital content, making purchase-based targeting tactics increasingly important.
Read at Digiday
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