There’s a lot of discussion at the moment around measuring short-term outcomes from TV advertising. But there has always been pressure on TV to deliver in the short-term as well as the long-term says Frank Vogel, CEO of Ad Alliance. If marketers weren’t confident in TV’s ability to drive short-term outcomes, it wouldn’t be booked.
In this interview, Vogel discusses TV’s short-term performance capabilities, as well as TV’s advantages against tech companies, and what Sky Deutschland’s inventory will bring to Ad Alliance. Filmed at DMEXCO 2026 in Cologne.
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