By Mindi Chahal

Q: What do you envisage as the future of your TV buying strategy?

We already buy video programmatically within the digital space as it offers cost efficient targeting; it becomes particularly powerful when combined with genuinely creative work that grabs the attention of the shortening attention spans online.

When programmatic is available within linear TV we will embrace it – if it offers cost improvements and targeting efficiencies.

Q: When buying TV, what is that spend based on?

We work hard with Zenith Optimedia, our ROI agency, to target a weekly television rating weight rather than cherry picking specific content.

The weekly weight is based Read full story ›

Source: Marketing Week