Brands that invest in ads for broad-beam attention are more likely to achieve longer-lasting business results among addressable TV audience, says research released by GroupM-owned TV technology provider Finecast. The Addressable//Advantage study is the latest in a series of research reports underwritten by Finecast, which is looking to offer enhanced education and performance in addressable TV. The study outlined how addressable TV advertising has a direct impact on how consumers ‘feel’ and outlines important factors for maximising attention for greater business effects. The research was conducted in The research, conducted in collaboration with System1 – a provider of advertising effectiveness solutions – and involved more than 13,000 TV viewers in four countries. Fundamentally it showed that TV ads elicit more [...]
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