Episode 31

Research Says You’re Targeting the Wrong People

Despite a surplus of data and advanced targeting capabilities, marketers aren't targeting as well as we think we are. And it’s hurting performance.

IJRM recently found many targeted campaigns have to double their click-through rate to outperform untargeted ones. Another study from Truthset discovered nearly half of data used for ad targeting is incorrect. So is targeting really what marketers have been promised? This week, Angela, Elena, and Rob dig into the classic targeting vs reach debate to explore the most cost-effective ways to engage your audience.

Topics Covered

• [01:30] Reviewing studies from IJRM and Truthset

• [06:00] How low-quality data affects marketing performance

• [09:00] The history of targeted advertising

• [12:00] Defining targeting vs hypertargeting

• [16:00] How leaning into reach can alleviate targeting’s challenges

• [17:30] Mass customization and the future of targeting

Resources:

2023 Ad Age Article

2023 WARC Article

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