Increasing fragmentation has caused marketers and advertisers to choose media purchases based on their ability to deliver to specific target markets to ensure maximum ROI. During this process they rely heavily on the claims made by media providers about how audiences differ from those of competitors. This paper assesses the extent to which these providers have been successful.
The paper will challenge the assumptions advertisers’ hold about audience targeting and provide benchmarks for advertisers who have confidence in media selling promotions.
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