Luiz Felipe Barros, global CMO, Channel Factory

There is no shortage of speculation about the future of long-established media channels like TV. At any given moment, it’s fairly easy to find someone publicly touting TV advertising as stronger than ever while another industry observer is declaring that the channel is on its deathbed. 

In this debate, as in many others in the advertising industry, the truth typically lies somewhere in between. However, even more nuanced discussions of TV advertising’s relevance often put forth flawed arguments because of a common problem: industry watchers conflating the concepts of effectiveness and efficiency. 

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