What TV metrics the buyers want
May 13, 2008 at 10:06 am Arun Krishnan Leave a comment
I know we are passing through a tough economy, but this must truly be the age of Return on Investment. For the third day in a row, there is an article on how senior TV media professionals want greater accountability from TV as a medium.
And for the third day in a row, I want to point out that while TV is great for building reach and for branding, if marketers truly have return on investment as their goal, investing in Cost per Lead (CPL) campaigns would be the recommended course. That said, the desire to understand how any and all media influence purchase behavior and product usage is a noble sentiment.
Entry filed under: Lead Generation, News. Tags: .
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