Addressable advertising. It’s a key desire among marketers and brand managers who have shifted much of their money to platforms that can best deliver this new ROI goal — namely, local digital powered by Silicon Valley giants including Google and Facebook.
The TV industry is poised to claw back some of those dollars, with the voluntary rollout of NEXTGEN TV and its addressable advertising opportunities perhaps a half-decade away from profitability.
For some, this puts traditional radio — minus streamed delivery of live broadcasts — at a disadvantage. However, the radio industry may have its answer.