Starting in September, Polsat Media Sp. z o.o. Sp. k.\u2019s Advertising Office is implementing changes in the ways TV advertising campaigns are sold and transactions are settled. The new policy will now take into account out-of-home viewership. How will this affect the effectiveness of this advertising medium and the achievement of planned goals?<\/p>\n
\u201cI\u2019m afraid that I have to point out that advertising content is perceived completely differently by consumers in the quiet of the home versus during an outing at a bar. We keep forgetting that it\u2019s not GRPs, in and of themselves, that are the aims of the advertiser, but the effects that we want to achieve from them,\u201d says our Head of Media Katarzyna Baczy\u0144ska. She adds, \u201cWe continuously evaluate the effectiveness of every available medium, and if it’s less than optimal, money will simply flow into other media.\u201d<\/p>\n
The full interview and commentary from other experts is available in an article published by Wirtualnemedia.pl<\/p>\n