Media companies move toward consumer niches

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Viacom and Time Warner are showing a growing interest in result oriented ads, instead of the ads based on viewership ratings commonly used by Nielsen, reported Variety.

Viacom and Time Warner approached advertisers, proposing to promote ads that would focus on consumers' reactions and interactions. The new efforts by the two companies will generate different data sets that will offer a greater focus on cost efficiency and ad placement.

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As marketers cut down on paying advertisement upfront, media outlets tend to propose attractive and customized deals to retain ad cash.

Variety estimates that advertisers paid $8.17 billion and $8.94 billion for prime time spots in 2014-2015, down from $8.6 billion and $9.2 billion in 2013. The focus for advertises is "how do you find the car buyer, rather than men between 18 and 49," said the executive vice president and chief investment officer at the agency Horizon Media, Marianne Gambelli, to Variety.

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