TV Ads Are About to Get Personal With New Targeting Tools
- NBC, Turner and others aim to compete with Google and Facebook
- TV ad spending seen dropping 3.5% in 2015 as digital grows 17%
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A phone company’s ad reaches a consumer looking for a new wireless plan. A car commercial is seen by a driver whose auto lease is about to expire. A bank gets its message in front of a small business owner who needs a loan.
Such surgical marketing messages are taken for granted on the Internet. Yet, they are just now finding their way onto television, where the audience is big though harder to target. As brands shift more of their spending to the Web where ads are more precise, the TV industry is pushing back.