A TVB’s poll reveals that 81% of media agencies are planning to shift to impression-based buying by 2020.
Implementing an “impression-based currency” allows brands to increase their audience reach and improve their advertising strategies effectively. Advertisers can also leverage impression data from Nielsen and ComScore to extend their audience visibility on local TV.
Buying impressions allow advertisers to target consumers based on Broadcast TVs media schedule and their wider reach. This piece says that impression-based metrics will reduce the friction between buyers and sellers, allowing brands to create ads based on consumer preferences.
Analysing TV programs based on impressions also allow advertisers to identify and target valuable audiences effectively. The author contends that running local broadcast TV based on impressions can help brands create multiplatform campaigns and influence their most valuable consumers.
[5 minute read]