Michael Zimbalist, CMO at Simulmedia, offers ideas on how fragmentation can be turned into an opportunity for advertisers that are seeking performance and customer growth.
What is possible today through digital innovation in TV?
- Massive panels and sample sizes
- Rich targeting data
- Using CRM to influence media planning
- Predictive planning
- Lift analysis: exposed versus unexposed
- Engagement analysis by audience segment
- Tracking Return on Ad Spend
- Optimizing campaign-by-campaign
- And much, much more