3 critical steps in defining and reaching an audience through advertising

Explores gaining predictive insights and targeting strategies that will change how planners think of audiences altogether, using a who, what, when and where framework.

The death of demographics

This article is part of a series of articles on how to define and reach the audience. Read more.

Over the past decade, audience insight and targeting have significantly evolved. Surveys, focus groups and other 'traditional' research methodologies – once the be-all and end-all behind audience segmentation – have quickly fallen out of

WARC subscribers can sign in to keep reading

Not a subscriber?

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

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

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