Fear of recession and growing economic uncertainty are driving brands and marketers to reevaluate their media spend to do more with less. Consumer attitudes have also evolved. To address these shifts brands and marketers are exploring how to improve performance and better validate reach to target audiences.
The good news is that advertising agencies and corporate brand managers now have access to an unprecedented amount of data that can be analyzed as well as sophisticated tools that contribute to more accurate and effective targeting and message development.
BizTechReports caught up with Walt Horstman, senior vice president of monetization at TiVo, to learn more about the strategies that can be leveraged to successfully navigate the complex media landscape during an economic downturn.
Here is an excerpt of what he had to say.
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