Advertisers Try New Tactics to Break Through to Consumers

Some use data to sharpen their messages, while others blur line between ads and content By SUZANNE VRANICA June 19, 2016 5:30 a.m. ET Harry Li, a 26-year-old Atlanta native, has been binge-watching all 10 seasons of “Friends” on commercial-free Netflix over the past few months. He doesn’t pay for cable TV, but watches his favorite TV shows such as the CW’s superhero series “Arrow” by streaming pirated copies online. Even then, he is out of advertisers’ reach. The ad-blocking software on his laptop strips out many of the commercials. “I just like to watch a 40-minute show in one go rather than watch the commercials,” said Mr. Li. “The 18 minutes of ads is unappealing.” As the global marketin

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