Your Ads Are Talking… But Who’s Listening? Why Audience is the New Black

With advertisers tasked with reaching and engaging with consumers across multiple platforms, it’s interesting to see many media buyers focus their media purchases on price rather than on how well it delivers to a desired audience. This is something that Imran Hirani, VP Client Consulting at Nielsen, has been following and spoke about with PhocusWire at a recent industry event. This shift, which he says has been happening over the past few years, is having a damaging impact on the business for both advertisers and agencies. In this segment, Imran offers some thoughts and practices on media buying best practices and offers some new insights from Nielsen’s Buyer Impact data.