SAN FRANCISCO – The advertising business finally has the data, tools, and analytics to measure cross-platform reach and frequency across mediums, said Mike Bologna, director of emerging communications at GroupM, when I caught up with him at the 4A's conference earlier this month.
GroupM is the giant media operation for the WPP advertising agencies.
The availability of that data is attracting more marketers into digital video, he said. He believes the ad spend in online video will rise in the next 12 to 18 months because online video can target ads to viewers. This investment will in turn drive interest in addressable TV.
Daisy Whitney, Senior Producer