Emerging audience research and entertainment technology is leading to ever more personalized advertising, and the shift was especially obvious in the midst of this year's World Cup fever. A simple television campaign is no longer enough to hook FIFA fans-the shift to digital and social platforms allows for a new wave of engagement and audience interaction.
Scott Peters is a managing director with The Jordan, Edmiston Group, Inc. (JEGI), the leading independent investment bank for media, information, marketing services, and related technologies (www.jegi.com).