At the end of a typical campaign, most marketers check to make sure their GRPs were delivered, but very few ever investigate what makes up those GRPs. In today’s fragmented TV world, it’s likely that they’d see that their reach and frequency are totally out of balance. In this article for Broadcasting & Cable, our SVP of Marketing, Matt Collins, discusses why TV advertising is still a marketer’s best tool for acquiring new customers, and how—by taking an audience-based targeting approach that embraces fragmentation—it can now be more effective than ever.
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