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{"id":67186,"date":"2020-06-28T20:57:18","date_gmt":"2020-06-29T00:57:18","guid":{"rendered":"https:\/\/www.beet.tv\/?p=67186"},"modified":"2020-06-29T12:53:03","modified_gmt":"2020-06-29T16:53:03","slug":"lockdown-is-accelerating-data-driven-tv-foxs-sherriff","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2020\/06\/lockdown-is-accelerating-data-driven-tv-foxs-sherriff.html","title":{"rendered":"Lockdown Is Accelerating Data-Driven TV: Fox’s Darren Sherriff"},"content":{"rendered":"With resources constrained and a new importance placed on sure-fire customers, marketers are responding to the COVID-19 pandemic by using data tools and data to find more bankable targets through advertising.<\/p>\n
In recent weeks, we have heard from several executives who have suggested ad buyers are moving further down the marketing funnel, looking to improve the efficiency of their spend by finding more likely leads.<\/p>\n
“With the quarantine that we’ve all experienced … you’re finding buyers becoming smarter about how they target folks,” says Darren Sherriff<\/a>, VP of ad tech solutions at Fox Networks Group.<\/p>\n“The ‘spray-and-pray and hope you find your right customers’ methodology or mantra, I think, is going to the wayside. What we’re seeing is more and more advertisers want to find the exact household demographic that they’re looking for.<\/p>\n
“They’re layering data, they’re bringing their own data, or they’re bringing third-party data of potential customers that they’re trying to target.”<\/p>\n
More effectiveness sought<\/h2>\n