How Third-Party Data Strengthens Ad Campaigns
Start with the Consumer
Local TV advertising has historically been challenged by multiple constraints. First, a measurement system composed of three methodologies: people meters, household meters, and paper diaries. Second, a measurement period consigned to month-long “sweeps” taking place four times a year. And finally, sample sizes that—in the case of smaller markets—often fell below demographic and household minimum samples. But technological improvements and the availability of third-party data sets allow local advertisers to overcome these limitations.
Read the full article on the Videa blog.