Reach Is the New Black: Advertising's Mass Reawakening

Narrow targeting has its uses, but TV and radio offer greater impact

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In recent years media planning has fallen victim to absolutism in the form of micro-targeting via digital media. The data can locate precise prospects in the moment they’re ready to buy, the thinking goes, which makes advertising broadly across media a waste of time and money.

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Andy Sippel

 Last year, two news events spat in the face of this “new normal.” First, the largest and most comprehensive study on ROI and media impact ever fielded, the Advertising Research Foundation’s (ARF) How

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