In traditional online media buying, planners and buyers are typically only able to utilize two targeting options to reach their audiences in any significant numbers: the “who” (demographics) and the “where” (designated marketing areas, or DMAs). That kind of media planning creates an incredible amount of waste.
Sure, they may reach a lot of people, and most of them might even be in the right demographic group or geographic location. But so many advertisers are communicating with literally millions of people just to reach those precious few who actually need or desire their products. With many media campaigns, the strategy is to build a brand and create desire, but if you aren’t selling products that can be consumed by anyone at anytime, offline mass media can be very wasteful.
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