Posted By Chris Calcagno

Yesterdays problem - fragmentation - todays solution - hypertargeting

Yesterday’s problem, fragmentation…

First to explain what I mean by fragmentation.

I’m talking about your audience spread out across hundreds, thousands, of channels and devices.

As a media buying agency for many years, we’ve placed millions of dollars of radio and broadcast and cable long before there was something called the internet. Heck, we were planning and buying back when a typical DMA had 5 local TV stations – that meant 5 channels to pick from.

Then along came cable and satellite. Suddenly, there were 400 to 900 channels. There was a time when it was a bit distressing hearing a client ask:

“Gee Chris, with so many television channels and so many radio stations – aren’t you getting concerned at how fragmented your target audience is getting? How do you reach them all?”

All kinds of ways to answer that . . . “we have hundreds of thousands of dollars of licensed research tools to guide us” . . . or “even with so many channels only some indexed high in for your target audience” . . . Sure, lots of ways to answer. Essentially saying we were dealing with the problem. But no doubt about it — it was a problem!!!

Now consider today. Consider just how many different social networks there are available, let alone devices, applications, web locations, forums… The list goes on!

Can you imagine trying to use the same tactics and targeting methods to try to reach your audience?!

You would be throwing away most of your marketing budget just trying to reach your audience, let alone engage with them! The marketing world just ain’t what it used to be. I continue to beat that drum: Welcome to the new world of marketing!

Today we are not buying channels, or stations, or day parts . . . we are buying the person, the persona, where ever they may be, on whatever device they may be on.

We’re now using hyper-targeting via real-time bidding powered by programmatic buying technology to eliminate the problem of fragmentation.

What this means

Your target market is spread out across thousands of channels on and offline. We now have the technology to reach your market regardless of what channel they’re on.

How it works

You’ve heard me talk about programmatic before. It’s getting the right message, in front of the right person, at exactly the right time. Each of these impressions is targeted by multiple factors around the person, and the person’s online behavior.

Essentially, it’s like snowflakes. Each one is unique. Each person/IP address manifests itself by certain behavior patterns online. Our hyper-targeting software picks that up and delivers your message to the right snowflake. Who’s the right snowflake?? The one exhibiting a behavior that shows interest in you, your product, your category, or your business.

But wait, there’s more!

Another cause of fragmentation was the growing diversity within each demographic. “Girl” and “boy” are relative, your age doesn’t decide the activities you participate in, and your location doesn’t determine the availability of a product.

Hyper-targeting shifted not only the “where” of the target, but the “how.” We’re now targeting by interest instead of demographic.

We have a better picture of who each person is, what their interests are, and whether our ad is going to drive engagement.

If the person, or persona, we’re buying doesn’t match the target – we don’t waste your money.

How’s that for the future of efficient marketing?


Calcagno afterthought: If you are advertising and buying or having someone buy your media for you – and you’re still doing it the way you were doing it 5 years ago . . . two years ago . . . (hell, the technology is changing so fast, even . . . 6 months ago) —- you are probably not reaching your audience the way you think you are. Or you are not reaching your audience without a lot of wasted dollars. With today’s technology, that need not be the case anymore. We can fix that.

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