Going beyond demographics, planning, buying and selling TV with advanced audiences enables a greater bang for the advertising buck and enables sellers to optimize inventory allocation. On October 9, attendees learned about the opportunities and challenges associated with this increasingly used capability. Pete Doe of Nielsen discussed how to apply data-driven insights to enhance the effectiveness of advertising strategies. After, Paul Donato, Chief Research Officer of the ARF, led a follow-up conversation.
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Attendees joined us on September 18 for a Town Hall on what ‘premium content’ is and whether it is the right construct for trying to assign values to media. We delved into the following questions and more: Who gets to define premium? Publishers want to claim the mantle of being “premium” and “quality” to justify their higher CPMs, but is the elitism justified? Can marketers justify it on economic grounds? Does it demean and devalue some of the population?
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Attendees joined us on September 10 for an Insights Studio on the latest in Marketing Mix Modeling (MMM). Panelists shared proven strategies for implementing and optimizing MMM and revealed valuable insights into best practices and real-world case studies to help build, power, and calibrate MMMs.
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