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Optimizing for both reach and outcomes in a fragmented TV landscape

TV audiences are migrating toward content and services found more frequently over the internet rather than traditional TV. What does this mean for advertisers? More ways to connect with customers through the biggest screen in the house, for one thing. But without the right data for planning, optimization and measurement, all the additional inventory in the world is meaningless. Striking the right balance across all forms of TV and digital is paramount. But finding unduplicated reach in the fragmented TV landscape is increasingly challenging. And with pressure to demonstrate the efficacy of TV ads on driving outcomes; brands are too often asking which is more important: reach, or results? The good news is, it’s no longer an either / or world. Today’s advanced advertising tools, robust TV audience data, and addressable inventory are pillars of success for maximizing both reach and outcomes. Discuss best practices for combining granular TV and addressable inventory for cross-screen campaign success, and demonstrate the tools and technologies that are revolutionizing TV media.