Digital segmentation: On-demand targeting

Marc O'Regan, Sameer Modha and Rosa Markarian

In order to plan their activities more effectively, marketers habitually carve up their target audiences into segments.

Digital segmentation: On-demand targeting

Marc O'Regan with Sameer Modha and Rosa MarkarianKantar

Demand-side platforms help brands to segment digital audiences with better reach and accuracy than a placement-driven approach.

Marketers habitually carve up their target audiences into different groups or segments in order to plan their activities more effectively, whether it's product development, pricing or communication. Researchers, charged with this task, think long and hard about how to identify distinct groups of consumers according to their needs and attitudes.

Many organisations place a great emphasis on this kind of segmentation exercise. There is a presumption that it will...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands