With years of media fragmentation and increasing demands for better ROI, audience targeting has never been more valuable to marketers than it is today. The value for the marketers employing it, of course, includes better measurement and message delivery – and for those who fail to take advantage, smaller budgets or shorter careers.

More specifically, targeting allows for:

  1. Reach/focus on most-profitable (best) customers
  2. Identifying new markets
  3. Incremental reach within a tertiary audience
  4. Justification of media spend
  5. Verification of media choice/mix
  6. Reduction of costs
  7. ROI/attribution
  8. Custom creative delivery (versioning)
  9. Building insights/modeling
  10. Relationship building

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