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Finecast recently published a major piece of research called ‘Thinking Inside the Box’ that looks at TV and addressable TV advertising in a changing media landscape, a project that included a survey of 1,500 consumers, consumer workshops, in-home observations, interviews with industry experts and also a neuroscience study. Here, Harry Harcus, UK MD at Finecast, discusses the results, including the effects of addressable TV advertising versus non-addressable ads, and the kinds of audience segments that responded best when ads were targeted for them.
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