Unlocking Brand Growth with Audience-Based Buying

Two years ago, we asked your marketing colleagues about their practices and attitudes on audience-first TV buying.

As we ask these questions again in 2023, it’s clear that the economy is significantly influencing the responses. Economic uncertainty has placed a greater focus on strategies that deliver effectiveness and efficiency against best customer prospects. As budgets are scrutinized, more marketers are integrating audience-based buying as a key part of their TV strategy because it delivers on a range of their KPIs.

See how your peers are utilizing advanced targeting strategies to drive business growth: 

• How is an uncertain economy impacting TV ad strategies?
• What benefits are they reaping from audience buying?
• How are they informing themselves on these buying strategies?
• How are they quantifying success and impact?

This study was developed by VAB in partnership with Spectrum Reach and fielded by Advertiser Perceptions.