How to avoid being duped on audience data
Davor Vilusic, Programmatic and Media Operations Director, carsales.com.au and Joint Managing Director, Audience360, explains why you should be vigilant with your targeting.
An advertiser’s intrinsic understanding of its target audience underpins most successful campaigns. It’s a critical understanding that helps define an insight, strategy or channel selection, and which ultimately helps address a marketing challenge.
But the promise of reaching the right audience at the right time is not only clichéd but widely understood as a given. It’s one of the reasons why advertisers default to supposedly targeted and personalised digital channels. The reality is your highly targeted digital media investment is likely not reaching the intended audience. It sounds counterproductive, inefficient and to an extent, deceptive doesn’t it?
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