As viewers switch to on-demand, accurate audience data is more important than ever – and a new measurement tool from Finecast could be the answerAs TV audiences’ fragment across a range of platforms and viewing behaviours evolve, TV advertisers are grappling with how to continue making best use of one of their most trusted mediums.
According to Jakob Nielsen, chief executive of Finecast, the developer of cross-broadcaster-targeted advertising solutions and a division of WPP-owned GroupM, the shift to on-demand is even more fundamental than most broadcasters realise, and advertisers are frustrated at the slow response.
Read the full article on Broadcast here.
