Xaxis’ Schlickum: Marketers Must Use Data To Tell Stories

LONDON — The rise of super-targeted “programmatic” online ad buying may be cast as the rise of “Maths Men” over “Mad Men” – but one ad exec says marketers should refocus on using the new wealth of numbers to tell traditional creative stories. “The language we’ve created for our industry is very difficult for most […]

 

Nielsen’s Bradford: TV & Online Measurement Are Coming Together

LONDON — One medium has long relied on imprecise, demographic viewer measuring; the other boasts super-detailed data-driven insight. But TV and internet channels are learning to hybridize the ways they quantify advertising audiences, one exec says. Nielsen media client consulting VP Andrew Bradford tells Beet.TV how TV joint industry committees in Germany and the UK […]