Nearly four years ago I was a national TV buyer for GroupM, sitting across the table from the executives of a major advertiser in a pre-Upfront meeting. When the head of our research department asked if the client would be interested in targeting rewards members with its TV buy, the client's response was "not yet." I, however, was sold immediately. So, when the advanced advertising team was created, and advertisers were ready, I was there -- helping clients develop segments and access data and fold that data into their national TV planning and buying scenarios.
Advanced Advertising: Three Key Considerations for Marketers
