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]
