... audience based sales.
According to MediaPost journalist Dave Morgan, this change isn’t just about the big recent announcements about audience-based TV ads. Morgan believes that something even more fundamental is happening in media, and it’s going to have its biggest impact on TV.
The future of TV will be about performance. As media legend Alan Cohen proclaimed when he took over as president-Ceo of independent agency Quigley-Simpson earlier this year: “Performance media is where it’s at. It’s the new programmatic.”
Cohen also believes that performance media will dominates digital advertising, because it can be measured and optimised that way. And performance is what marketers truly want, fundamentally, when they buy.
Read the origninal unabridged MediaPost.com article.
[Estimated timeframe:Q2 2017]
MTT log date:
Apr 24, 2017
All data sources are attributed with links to the original insight. The insight
is then summarised and, where appropriate, enhanced with additional information.