How to overcome third-party data limitations to improve your brand’s KPIs and bottom line

Almost half of a brand’s ad budget goes to various forms of TV, including cable, broadcast, syndication, satellite, and DRTV. And most of the budget is managed by big media agencies such as WPP, Omnicom and Publicis, who primarily rely upon broad Nielsen audience data for the media planning. Given today’s audience fragmentation and the proliferation of channels and viewing platforms, allocating your TV budget efficiently is complex and challenging–but it can be done. For any media planner or brand marketer seeking to reach a specific audience subset, understanding and overcoming the limitations of broad third-party data approaches is the key to maximizing your TV spend efficiency. [Read More…]