Dr Sharp: Digital ad targeting has been oversold
Ehrenberg-Bass institute director also suggests marketers have rushed to digital advertising without understanding what they’re buying and it’s time for a rethink.
The value of precision targeting in advertising has been massively oversold and there’s still a need for mass market campaigning, Dr Byron Sharp claims.
Speaking on the latest episode of the AANA’s Marketing Dividends program on Sky Business TV, the director of the Ehrenberg-Bass Institute at the University of South Australia Business School took aim at the way digital marketers have narrowed their focus through personalisation, and pointed out the biggest brands in the world were built through reaching out to broader markets.
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