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BizReport : Advertising : March 10, 2009

Razorfish: Television needs to become more personal

In it's latest Digital Outlook Report, Razorfish reports that television is turning from the mass-marketed distribution channel to one which is more personal and interactive. This is good news for both consumers and for marketers, especially when it is noted that online video continues to take a portion of traditional television viewing time.

by Kristina Knight

"Marketers have been talking over the past few years about the long tail of the Internet but now we are seeing the development of a long tail of television," said Terri Walter, vice-president of emerging media at Razorfish. "TV is alive and well but the viewing experience is moving from the mass to the niche in terms of both audiences and programming as consumers divide their time between computer screens, TV sets, mobile devices, gaming systems and set-top boxes. As Viewership fragments, advertisers must find a way to adopt their messages to smaller but potentially more valuable audiences."

One way to do this is to hyper-define your target audience. Rather than simply identifying men between the ages of 18-24, a target audience should include financial and regional information as well as past behaviors so that marketers get the most from each and every ad. Further, marketers must determine why television or online video is the best way to reach the target audience so that cross-platform campaigns are carried out to the best advantage.

Tags: online video, razorfish, television

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