As the Advertising World Turns – Your Audience is More Important Than Ever

From day time radio dramas in the 1930s to TV ads in the ‘50s, “winning” was determined by understanding your audience more than your competitors. That hasn’t changed but the marketing world sure has. We are in the digital and direct to consumer (or DTC) era which sometimes leaves CPGs on the bottom shelf. IRI’s Tanya Shuckhart, Dir., Analyst Relations, Global Marketing and Nishat Mehta, President of IRI’s Media Center of Excellence uncover the nuances of why online behavior may not be a good indicator of your audiences’ future CPG purchases.