Yesterday, we introduced Civis Media Optimizer to help marketers fix TV advertising.
This morning, we took out a full-page ad in the New York Times — an open letter to Madison Ave. from our CEO. Here it is:
Dear Madison Ave.,
TV advertising is broken.
But don’t quit it now.
Eighty-seven percent of American adults will turn on their TVs this week. That’s because Americans still love TV. They love blogging, debating, and tweeting about it””and most of all, watching it. And as a result, it’s still the single best channel to get a message out to a large audience, quickly.
But TV ad strategies haven’t caught up to digital and””I get it””you’re fed up.
In this era of big data, it should be possible for you to target your exact audiences””the specific people you care about, and not broad, imprecise demographic segments. “Spray and pray” isn’t just increasingly ineffective and unreliable, it’s based on a strategy developed decades ago.
Our team has more than 50 years of experience in media buying””
whether at agencies like yours or on the campaign trail for President Obama.
We know this work is hard.
You provide stunning creative, insightful messaging, and strategic direction. We do data science. Our newly launched Civis Media Optimizer is reinventing TV ad planning to empower you with that science.
So, don’t quit TV. We’ve built the platform to help you preserve it and make
your strategy smarter.
Founder and CEO, Civis Analytics
Former Chief Analytics Officer, Obama for America