news
4 factors preventing a targeted video breakthrough
I recently read TiVo CEO Tom Rogers' stark proclamation to the television business: Make some serious changes or you'll end up in the same shoes as the newspaper and music industries. Consumers are increasingly figuring out how to avoid TV ads, and advertisers are accordingly beginning to question the long-term value. So what are the necessary changes? It's been suggested that the networks need to take advantage of the data they have on consumer usage habits.
Sounds great in theory, but to paraphrase how Steve Robinson of Panache put it to me, leveraging television consumption habits to increase ad relevancy is kind of like dating in high school. Everyone is talking about it, but very few seem to be actually doing it, and no one seems to have the experience to get it right.
Read the full story on iMedia Connection
0 comments:
Leave your comment
Only available to logged-in IAB Members.
