Hasta La Creative!

Big Data has infiltrated almost every facet of marketing. The idea that marketers can target specific consumers with tailored messages isn’t new, but in traditional media like TV, it’s taking longer to ignite.

Addressable TV isn’t a new idea, but some are taking longer than others to take it up. Many still rely on one-size-fits all TV campaigns, but for others, it has been a high priority over the past decade to increase the sophistication of these programs. In fact, some industry verticals are well-practiced in the art of targeting consumers through the set-top box. Automotive and insurance brands, who tend to rely heavily on traditional media, have often been early adopters for addressable TV. Today, they are now focused on expanding their targeted TV campaigns across digital channels.

TV still enjoys the biggest slice of most advertisers’ budgets — but now is the time for data to change the way TV advertising is bought and sold across all industry verticals. TV advertisers need to prepare for five major shifts in the year ahead:

Continue reading at AdAge.com