Defining TV Audience Targeting
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TV has long been a powerful force in advertising with significant reach and scale, but it’s no secret that TV’s share of ad spend has been on the decline; in fact, 2017 is the first year in which digital ad spend is expected to surpass TV spending. The reason for this is simple: Targeting. Digital advertising has offered targeting of audiences where TV traditionally has not.
The TV advertising ecosystem needs to evolve to compete with these digital alternatives. The beginning of this evolution is the birth of data-driven audience targeting and addressable advertising. These targeted TV advertising methods are rising in popularity yet there still remains a great deal of confusion around what they actually mean and how they work.
To address that confusion, here are some straightforward definitions:
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