How do I balance reach and targeting?

Explores how to balance reach and targeting.
  • Targeting to convert existing demand into immediate sales can undoubtedly be very effective in the short term but, to ensure sustainable growth, needs to be balanced with broad reach brand building to generate future demand.
  • At the campaign level, identifying precise objectives and weighing risk and reward will help guide the balance between reach and targeting.
  • Planning media to deliver reach and targeting requires tools that combine broad demographics and advanced audience targets, enable identification of segments by channel, measure unduplicated reach across platforms and measure both brand and sales impacts.
  • Segmentation can help brands balance reach and targeting by...

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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

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