Dearest Customer, You’re Really Just a Target of Some Brand’s Accountability Strategy

Can TV adjust itself to the realities of direct marketing? TV doesn’t have much of a choice, experts say.
Advertisers continue to demand greater targeting and accountability as the growth in Internet advertising heats up competition for budgets.
Comcast and Starcom MediaVest now have some data to push things in that direction. Conducting a 16-month study, they found that households that had TV ads targeted to them were about a third less likely to change the channel than those that were shown traditional ads.
Sounds like a “duh” moment. But I’m sure it’s important and all that.
[via The Wall Street Journal]



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.