More Advertisers Using Data to Target Campaigns

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Advertisers are using more data about TV audiences to target commercials and better coordinate multi-platform campaigns, a new report shows.

According to the 2nd Quarter U.S. Video Market At-A-Glance analysis from advertising software firm Videology, the number of video campaigns using audience data to target specific audiences is up 91% from the first quarter.

"In this era of convergence, brands are looking for ways to most efficiently and effectively reach their consumers. In most cases, cross-screen planning and buying drives both of these metrics," said Scott Ferber, Videology chairman and CEO. "With so much cross-screen data now at advertisers' fingertips, the planning siloes between TV and digital video campaigns are truly coming down."

Read more at B&C. 

Jon Lafayette
Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.