Increasingly, consumers can be targeted with precision. Thanks to the rise of new devices and media opportunities.
emarketer has this interesting report:
Implicit in the desire to target advertising is the recognition that its opposite, mass-market advertising, is no longer as viable as it was in broadcast television's heyday. Only 28.7 percent of respondents in an American Association of Advertising Agencies (AAAA) survey believe that such untargeted advertising will be "very effective" by the end of the current decade vs. the 58.2 percent who believe it will be "somewhat effective."
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