Targeted advertising greatly overrated
20 Aug 2009 by Philip HunterTargeted advertising greatly overrated
Targeting has been widely heralded as the salvation for TV advertising by improving efficiency and response rates, but Tess Alps, CEO of Thinkbox, marketing arm of the major UK commercial broadcasters such as ITV and Channel 4, will have none of it. “I think targeting is being massively overplayed. People talk about Internet advertising being very targeted, but it isn’t and the thing that actually makes it valuable is that it is transactional.”
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