What is advanced TV? And, how does it differ from traditional TV buys? Andrea and Gaia welcome guest Andy Fisher, Head of Merkury Advanced TV at Merkle to dive into how high-quality data transforms planning, insights, activation, and measurement for audience-based linear, addressable, connected, premium online video and, you name it — television.
Topics of discussion:
o How person-based marketing and big data adoption works in television.
o The shift in advertising budgets holding media spend accountable and the quest for ROI.
o Incremental reach, and why there’s such massive growth in the media business through demand and inventory, following trends in audio.
o Cross-channel planning and measurement.
o How digital (SEM, SEO, paid social, display) supports advanced TV.