Horizon Media’s Brad Adgate is an ad guru with over 30 years in the business. He’s bullish on national spot because it allows advertisers to buy any market, cherry pick markets and easily do testing. And he says the way to halt the shrinking national spot dollars is to use second-by-second viewing data and coming up with addressable ads that can be targeted to individual homes and interactive ads where you could click on your remote and get more information on the product.
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