Stories

The big picture: TV advertising is slowly going digital

Illustration: Rebecca Zisser/Axios

TV advertising experts say television is going digital, but marketers still find a lot of value buying TV ads the old-fashioned way, based off of broader demographic data, specifically gender and age.

Why it matters: For consumer brands that need a mass reach, like those that sell toilet paper or toothpaste, buying TV ads based on demographics and age can be effective and cost-efficient for pushing products. But for brands that sell very distinct products to niche audiences — like custom sneakers, for example — digital ad-targeting is necessary to reach specific audiences.