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For B2C Marketing Professionals

WEBINAR: TV's Data-Driven Future Has Arrived

April 26, 2018


A recent Forrester survey fielded in conjunction with the Association of National Advertisers tells a compelling story that addressable and advanced TV buying has hit the inflection point of adoption. There is a clear wave of early adopters who regularly include these approaches in their TV strategies, and we can see the early mainstream of marketers experimenting. What does this mean for the future of advertising and media buying? Join Jim Nail as he presents some of the survey findings and discusses their implications with Principal Analyst Joanna O’Connell and Group Director Melissa Parrish.


  • Marketers should test two forms of data-driven television/video in 2018, if they haven’t already: addressable and advanced TV.
  • Both require changes to existing TV/video buying frameworks and benchmarks.
  • Neither traditional TV buyers nor digital video buyers have the complete skill set needed to fully utilize these new capabilities.

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