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Response Magazine: Response Advisors Forum: Far From Crystal Clear

The debate about the effectiveness of TV in today’s marketing climate is surpassed only by the debate about TV’s place in the future. Read on to find out what [...] members of the Response Advisory Board have to say about the future of TV advertising. 

Tony Besasie, Cannella Media: "Depending on who you talk to, TV Everywhere and addressability can cover different areas. From a carrier’s perspective, TV Everywhere enables subscribers to watch their favorite channels on any device in or away from home — so it helps retain reach for those network buys. Addressability is targeting specific subscriber households based on specific characteristics."

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