Entries by

GroupM global chair: ‘Australian media budgets have gone too far digital’

(ADNEWS) – Australian marketers have “gone too far” in shifting media budgets into digital channels and it’s addressable advertising that will allow television to compete for ad dollars in the lower parts of the marketing funnel. That’s the verdict of GroupM’s global chairman Irwin Gotlieb, who delivered his views on media planning, targeting and addressable TV advertising […]

Data-driven Addressable Advertising – The Next Frontier

Read the trade press. Go to a conference. Chat with your colleagues.  Everybody is talking about data.  If you believe the hype, data is going to revolutionize TV advertising.  We hear about how a complex target can be defined well beyond the Neilsen cohorts that have driven TV advertising for decades.  Examples of some new […]