In 2016 the epitaph of TV advertising was written for roughly the tenth consecutive year. It contained all the standard talking points: lack of precision targeting, cost inefficiency and a medium perceived as a poor way to find today’s consumers. Certainly, the marketplace for both consumers and marketers is changing. But instead of an epitaph, I’d prefer to look at this year as an inflection point: 2016 was the year marketers truly utilized TV advertising with newfound confidence because of innovative, dynamic ways to drive reach, predict persuasion and measure attribution. All marketers need to embrace TV’s new approaches to custom audience engagement -- or get left behind, fast.
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