LONDON – TV may have traditionally played a largely brand-building role for advertisers, but the new-look TV supports both branding and performance marketing.
“I think it’s true that the lines between brand awareness and performance are starting to blur, particularly on streaming TV,”said John Tigg, SVP, Buyer Development EMEA, Index Exchange, in this video interview with Beet.TV. “This is because tailored creative can be used to drive performance while also focusing on reach to increase brand awareness.
“You can use tailored creative to drive performance whilst also being able to focus on getting the reach you need to increase brand awareness.”
Speaking at the CIMM London summit, Tigg said AI tools empower smaller advertisers to craft specific creatives for specific audiences, allowing them to drive outcomes while maintaining a broader focus on brand awareness. That is bringing small and medium businesses into a medium which traditionally had been the preserve of …