How To Reach "Unreachable" Audiences, And Avoid Brand "Overreach"

Among other viewability challenges, digital marketers are struggling with “unreachable” audiences, and brand “overreach,” says Louise Clements, President at MRM//McCann East. Regarding the former issue, it can be especially problematic when you’re looking at smaller audience segments, Clements told attendees at MediaPost’s Programmatic Insider Summit, on Monday. The solution? A highly programmatic approach that looks at the overall brand, she said. That allows clients to better “supplement” data, and “drive much higher brand awareness,” according to Clements.

Next story loading loading..

Discover Our Publications