Will the Ad Revolution Be Televised? [REPORT]

By Charlie Kim and Danny Hong

Television advertising faces a critical moment of transition. Digital media and, in particular, digital video channels are becoming first options for consumers—and for marketers that increasingly expect television to deliver targeting and measurement capabilities similar to digital. Bain’s most recent research on marketing trends finds that marketers now say television performs worse than digital in the areas they care most about, including targeting, measurement and engagement. Of greatest concern? Digital advertising is even challenging TV’s once unassailable area of dominance: audience reach.

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