Understand how innovative TV buying strategies are being adopted across four marketer segments.
In early May, we released Unlocking Brand Growth with Audience-Based Buying in partnership with Spectrum Reach. This study revealed the practices and attitudes of over 200 marketers on audience-based TV buying (ABB).
Now, we’re sharing a deeper dive of the findings and exploring the specific attitudes, behaviors and practices of four key marketer segments: ‘large’ and ‘small’ brand marketers and agency professionals who work with small and large budgets.
See how your peers are incorporating an audience-first approach and how it’s impacting their success. You’ll learn:
- Why ABB is being leveraged to reach the right audiences during economic uncertainty.
- What role it plays in tailoring TV campaigns to engage the right audiences.
- How brands and agencies are being trained in ABB.
- How to overcome obstacles to wider ABB adoption.
- The measurement solutions being used to understand the impact of ABB campaigns.
This study was developed by VAB in partnership with Spectrum Reach and fielded by Advertiser Perceptions.
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