Interpublic’s Mediabrands unit has formed an alliance with more than 15 minor TV networks to develop and organize data and technology that would enable the agency and its clients to buy their advertising inventory programmatically. The initiative, which is being led by Mediabrands’ Magna Global unit, so far includes more than 15 networks, about half of which are not even measured by Nielsen.
Two years from now, the last of the baby boomers will turn 50 years old, aging out of the key adults 18-49 demographic that became so popular among advertisers four decades ago when they began targeting the oldest of the boomers. That’s already leading to ventures like RLTV, which targets those over 50, and Huff/Post 50, aimed at boomers. Paul FitzPatrick, CEO of RLTV, talks about why advertisers undervalue older consumers, how this is changing and why it’s taken so long.