Strong brands and driving business remains key despite evolving shift of scale and targets in televsion

With the paradigm shift away from mass media to 'advanced' or 'addressable' television already underway, an overall marketing objective for corporations like MasterCard  is to maintain a strong brand that drives business results.
The challenge companies like MasterCard face, however,  is that with the advances in television viewing comes the dilemma of reaching tightly defined markets ­– like individual TV-viewing households – and maintaining a balance between scale and