How the changing ecosystem is impacting brands and marketers

The pandemic caused seismic shifts in consumer behaviors and business operations. Work from home became the norm, consumers made drastic moves in their everyday lives, and businesses had to adjust to new operating models as local economies shrank and supply chains strained. During this time, consumers increased their media consumption across platforms, as they spent more time at home in front of their devices. These major changes, coupled with data deprecation, have forced marketers to rethink their overall marketing strategy and their approach towards measuring media and television. 

Experian’s Chris Feo and guest speaker Tina Moffett, Principal Analyst at Forrester Research discuss how the pandemic and shifts in the advertising landscape due to data deprecation has impacted the evolution of television advertising, targeting, and measurement.

In this discussion, Tina and Chris tackle:

  • Market dynamics changing the TV advertising ecosystem
  • The degradation of data signals
  • How connected TV is challenging targeting and measurement expectations
  • Tips for how marketers can adapt to this new reality

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