TV marketers should have their ranges measured accurately, both analog and digital, says W&V guest author Viktor Eichmann. Discussions among advertisers about the “decline” of net ranges on TV and the lack of measurability of online video advertising concern the managing director of adlicious. He is of the opinion that video advertising must have an impact on the target group — legitimate criticisms of measurability distract from important questions.
Through precise knowledge of purchase intentions and their programmatic use, it is possible to efficiently conduct online marketing for e-commerce, including in display advertising, and to achieve competitive advantages for your own company. This allows retailers to target potential new and existing customers in a targeted and individual manner with suitable ads, i.e. target.
