As TV evolves into a more immersive storefront experience, there are new opportunities for advertisers to open up two-way interactions with consumers.
To keep pace with this shift from viewership to commerce, advertisers need modern strategies to navigate the wealth of data available to refine their campaigns — from targeting and messaging to optimization and measurement.
One strategy that marketers and media planners can no longer overlook is purchase-based segmentation. By using past buying behavior to predict future loyalty and sales lift, teams are more effectively capturing full-funnel value.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.