How Horizon Media's New Specialty TV Practice Will Help Advertisers

Group will vet buying options for clients

As its advertising clients grapple with the latest television advances, from programmatic to addressable, Horizon Media is offering them a lifeline.

The media agency has launched HorizonAdvanced—a specialty practice within its national television activation team—that will be focused on vetting and innovating advanced TV, programmatic television, addressable and data-infused linear buying options for its clients.

"It was too much for our standard buyers to take on their plate to investigate this whole new world, so we created this dedicated team to handle addressable TV, what we call programmatic TV, connected TVs and where that's going," said David Campanelli, svp, director of national broadcast.

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