• by Laurie Sullivan , Staff Writer @lauriesullivan, March 11, 2013

Bonin Bough from the Oreo brand believes marketers need to look at culture, rather than the demographics. He explained during the Death by Demographics: Killing Off Your Ad Budget session at SXSW on Monday how mobile will transform campaigns. Panelists on the session moderated by WSJ retail reporter Ann Zimmerman debated the new view of the audience and the important data required to target ads.  "You know what matters to me? Impulse purchases," Bough said, suggesting that mobile phones make it happen.