Advertisers reared on a generation of scientific online targeting and measurement may pour scorn, nowadays, on the relatively imprecise medium of TV – but new television techniques with a digital flavor may change that, says an ad tech exec.
“Buying television has always been about buying audiences – but the measurement hasn’t been there,” David Miller, VP Product Management at INVISION, a multi-platform ad sales provider, tells Beet.TV in this video interview.
“With the new measurement techniques and all the data, TV can be held accountable in the same way that digital has been and, ultimately, combining that with purchase data to show how effective television can be.”
Miller was interviewed by Beet.TV at the TV Of Tomorrow show in New York.