06-05-2014

Digital killed the television star

By David Bintliff

    It has always been tricky to identify and target audience demographics in TV advertising. "Spray and pray" is how Yahoo’s chief of sales, Wenda Harris Millard, recently summarised the position. The advertising business was built on top of network television. Traditionally, advertisers could reach the majority of viewers by buying prime time slots on 2 or 3 channels.

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