3 critical steps in defining and reaching an audience through advertising

Explores gaining predictive insights and targeting strategies that will change how planners think of audiences altogether, using a who, what, when and where framework.

The death of demographics

This article is part of a series of articles on how to define and reach the audience. Read more.

Over the past decade, audience insight and targeting have significantly evolved. Surveys, focus groups and other 'traditional' research methodologies – once the be-all and end-all behind audience segmentation – have quickly fallen out of favour among digital experts who would rather use 'real data' from digital platforms to inform and create their segmentation, and reach the right person, with the right message, through the right medium, at the right time.

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