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When retailer John Wanamaker
said “Half the money I spend on advertising is wasted – the trouble is I don’t know which half.” - he hadn’t met addressable television advertising and there is nothing like television to turn on an audience. It’s ability to reach out and touch a national audience is undeniable. But its accountability as an advertising media is sketchy at best. The simple fact that brand managers continue to buy television advertising at staggering levels speaks volumes for its raw delivery. |
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How many advertisers can say, with any level of certainty, that the televisions were turned on for the impressions they bought and paid millions for? Or how about an even trickier marketing and measurement conundrum - What demographic is watching television right now? |
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There’s no other medium that possesses the natural power and emotional pitch of television. The challenge has always been figuring out who really viewed the message. What can brand managers and their advertising agencies expect in terms of measurement, accountability and reporting – especially with cable’s hard to measure niche audiences? |
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