Direct-Response TV Will Get Specific: Publicis’ Bertozzi

LONDON — Marketers have always regarded television as the big box that can reach a mass audience, the medium at the top of the funnel that fuels initial consumer awareness. But times are a-changing, and new technology means targeted television can serve advertisers just like laser-guided online ads can. “TV can absolutely be a performance medium,” according to […]

 
 

Programmatic Will Increasingly Be Tied to Content: Performics’s Kahn

COLOGNE — Consumer intent has become the most important variable for marketers to tap into, according to Michael Kahn, CEO of the Publicis-owned performance marketing agency Performics. “I believe that the marketing world has moved from a post-awareness world to one fully focused on consumer intent,” he says in an interview with Beet.TV recorded last […]