The future doesn’t have to be one of doom and gloom when it comes to TV advertising data (MW 13 October).
BARB is not a blunt instrument. Its data allows advertisers to see if people are viewing programmes on their own or with families, which can help with targeting for products. For example, people viewing together can help influence the sale of holidays, while pester power comes into play when advertising children’s products.
The ongoing challenge for media owners is to find ways to make advertising more effective, starting with supporting BARB’s efforts to improve data and move with changes in technology.
Media owners will then have to act quickly to develop the segmentation and trading to enable agencies and advertisers to deliver this, to increase effectiveness and ultimately grow sales.
Chief operating officer