By Seb Joseph

Sky wants to be able to plan and trade its TV media to match the customer journey as advertisers like Vodafone realise the role the medium can play in driving business objectives when baked fully into an integrated media plan.

TV’s influence on the media mix is at a high point; media acounts on average for 39 per cent of sales in the short and medium term, a third of which is driven by TV, according to a Thinkbox report by GroupM. However, understanding that value is tricky and consequently means broadcasters, advertisers and agencies would rather to stick to what Read full story ›

Source: The Drum