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Broadcasting & Cable
Broadcasting & Cable
Business
Jon Lafayette

GroupM Unit Finds Addressable Ads Generate More Impact And Emotion

GroupM Spike
A person sits in front of a TV screen with a target, bullhorn and remote over it.

Research done by GroupM’s Finecast addressable advertising product and System 1, found that addressable ads on TV created more positive reactions and generated bigger short-term and long-term business impact than traditional commercials.

The addressable ads that feature music, people touching or a sense of place of humor produce more intense emotional reactions and long-lasting effects.

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