Sales recruitment: TV advertising needs new technology

Using technology to enhance the impact of TV advertising is vital, according to one expert, and the advice could have a large impact on how sales jobs work.

Speaking at the Westminster Media Forum, Nick Milligan, managing director of Sky Media at BSkyB, said that using technology to target audiences at the correct time will take the irritation away from advertising.

He said: "With the growth of modern channel television, better measurement and evaluation and the onset of new technologies, we've never had such high levels of audience segmentation and also accountability."

The managing director added that if the right brand reaches the correct audience at the best time, advertising becomes a "valuable experience" which provides entertainment and information.

In other sales recruitment news, research commissioned by the Media Guardian Edinburgh International Television Festival showed that 64 per cent of people believe TV commercials have the most impact on consumers.

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Filed: 17-09-2009