“content and advertising bundling are the most efficient means to that end”

Advertising on television will continue to optimize organically. Buyers and sellers will invest in distinct capabilities that support mass reach objectives such as addressability, localized delivery, tighter audience targeting — and now, if defined correctly, programmatic tactics. But the core advertising principles of broad awareness and consideration that TV uniquely delivers cannot be forgotten. And today’s content and advertising bundling are the most efficient means to that end.

via How Unbundling Content And Audience Will Negatively Impact Advertisers 10/24/2014.

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