Target

In a recent White Paper, programmatic demand-side platform provider, TubeMogul, referred to ‘the unstoppable shift to audience-based buying’ in the US television market, arguing that inefficiencies in the way TV advertising has traditionally been bought and sold, as well as advances in the way people receive their TV content, will lead inevitably to a time when more and more of it will be traded programmatically.

This white paper outlines key tenets of the roadmap for target-setting success. We will address the importance of determining the right overall VOC measures and laying the right foundations. This includes establishing a target time horizon for corporate VOC targets, determining relevant KPIs, cascading targets to operational units – and then tracking performance against targets.

“Ad tech has evolved into a toxic ecosystem that is killing itself and is taking digital advertising with it.” So said commentator Shelly Palmer, writing in June 2016.

Balancing reach with precision in your media strategy. What is the best way to get the right amount of reach but also the right precision? Some marketers are seduced by the promise of micro-targeted precision through digital media spend. Others go broad and target everyone. What is the right balance for your brand? Frustrating though it may be – the answer is “it depends”.

The first business question that comes to mind when our clients look at their marketplace is, “Do we really know our target?”