A top-line view of how the industry is adopting audience-based buying

89% of marketers are expecting a “significant shift” away from traditional demo-based TV buying to an audience-based buying strategy over the next 3 years

To help you prepare for the future, we are sharing a 3-part series offering an insightful look at how your peers in the industry are evolving their TV buying strategies, investment priorities and infrastructure. This series is based on a custom survey done in partnership with Spectrum Reach and conducted by Advertiser Perceptions of over 200 marketers on how they are evolving their TV buying strategies in a post-COVID world.

This “insider’s look” is a helpful reference as you develop your own buying strategies in 2021 and beyond.

Part 1 of the series, The VAB Top 10: A top-line view of how the industry is adopting audience-based buying answers questions like:

• To what extent are marketers adopting an audience-based TV buying approach?
• What percentage of budget is going to audience-based vs. traditional demo-based TV buying and did COVID impact this?
• Are there indicators that an audience-based buying approach is working?

Keep an eye on your inbox! Parts 2 and 3 will be released in June and July. We’ll take a closer look at the behaviors and needs of specific client types –small and large agencies and brand organizations. See what they are saying about their buying strategies and future plans. Learn the challenges they are facing so you can show them how your tools and platforms help overcome them.