What marketers need to know about addressable TV and OLV

Today, billions of dollars are spent on TV advertising, and at the end of the day, for many demographics, there are still very valuable eyeballs worth targeting through traditional TV advertising. But buying power is shifting toward the digital natives who access content when and how they want it. For example, the #1 show, “The Big Bang Theory,” has a median age of 55, while ratings for the 18-49 demographic dropped by 11 percent YoY, according to a recent article in The New York Times. That is a big drop-off of a key audience demographic. As digital-first consumers age, their buying power increases and the balance of power begins to shift. Many of those now in the most coveted demographics identify as digital-first media consumers. Traditional TV is often not at the top of their list. While many big brands still utilize traditional TV as their primary means of driving awareness, it is important for marketers to understand the Search Engine Land Source

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