The targeting concerns that Ottokar Rosenberger from eHarmony raises in ’Will the picture improve for TV advertising data’ (MW 13 October) are very relevant given today’s media environment.
It will become increasingly important to provide evidence that any marketing a brand conducts is reaching an engaged audience. While TV does offer access to a wide audience, it is not necessarily an engaged one. Marketers need to be taking cues from today’s consumer, who is spending more time online than watching the TV.
Advertising spend has shifted online but brands now need to up the ante and take full advantage of the changing media landscape. Evolving channels such as Online Retail Media ads on ecommerce sites can offer a way to connect with consumers who are already engaged and open to dialogue with brands.
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