The world’s leading marketers recently listed several ‘must-do’ items to be successful in the year ahead. Chief among them were: recognizing the increasingly important role of video, overcoming the challenges of a fragmented viewing audience, understanding how the consumption of advertising has evolved, and valuing a ‘one viewer’ solution. For Effectv’s senior vice president, head of sales development at Effectv, Dawn Williamson, making the most of the data mix through utilization of both first- and third-party data is paramount.
On the importance of using data to target audiences, she said, “it’s going to be less about ‘I want to be in this show’ and more about ‘Where’s my audience, and where are they consuming content?’ because, as an advertiser, that’s where I want to be.”
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