Shape customer experiences on the original small screen
TV remains one of the most influential advertising channels today – but it’s also the least sophisticated for targeting and measurement. Traditional TV advertising is largely the same today as it was in the 1970s, relying on basic demographic categories to make ad buys.
But this is changing rapidly through advanced TV, which brings together the precision of direct marketing, the accountability of digital marketing, and the emotional impact of video across consumer devices in a privacy-forward fashion.
As we move towards an increasingly cross-screen world, we need the ability to target and measure everywhere, including on set-top boxes, for true omnichannel marketing. Addressable TV is a big step towards closing that gap.
LiveRamp can help you fine-tune your TV advertising strategy and execute efficient people-based marketing campaigns to effectively shape the customer experience.