When data is at the center decision making, advertising traditions are pushed aside. Instead, there are hypotheses that are tested, measured, and verified. Anything else is a waste of time.
Insights & Updates
Advertising, like government, moves at the speed of trust.
Becoming more data oriented is not a simple matter. Data is a culture and a mindset. When it comes to creating a more real-time, data-driven culture, there are a few themes that can be consistently reinforced.
There’s no doubt that TV media planning, buying and measurement will be disrupted by the smart application of technology and data. But unfortunately, programmatic TV in its current form isn’t a big enough step forward.