1. Too much targeting of advertising makes it less valuable as it no longer provides the "signals" to consumers about a brand's willingness to spend on advertising. 2. Consumers are increasingly distrustful of and annoyed by targeted advertising, especially as they become more aware of how their data is tracked. 3. Advertisers must use a balanced approach of both broad "broadcast" advertising as well as targeted advertising tailored to different stages of consumer journeys, in order to maximize impact and maintain trust.

1. IS TARGETING KILLING ADVERTISING?
HOW TECHNOLOGY IS CHANGING CONSUMERS’ RELATIONSHIP WITH
ADVERTISING AND WHAT WE SHOULD DO ABOUT IT
Dan Plant, Group Strategy Director and
Real Time Planning Director – MEC UK
@dnplnt
www.thedrum.com/content/dan-plant

2. A CONTROVERSIAL STORY IN 3 PARTS
2
HYPOTHESIS
Targeting could
be making
advertising less
valuable
SO WHAT?
Some ideas
about the future
of targeting and
programmatic
EVIDENCE
The changing
relationship of
consumers with
advertising

3. PART 1
HYPOTHESIS

4. TOO MUCH TARGETING IS
MAKING ADVERTISING
LESS VALUABLE
HYPOTHESIS:

5. WE OFTEN TALK ABOUT AN INCREDIBLE FUTURE…
…AND IT IS CLOSER THAN WE MIGHT THINK

6. ADVERTISING HEAVEN
ADVERTISING HELL?
OR

7. OR IS IT ADVERTISING AT ALL?

8. WE BELIEVE IN THE RIGHT TOOL FOR THE RIGHT JOB
MOMENTUM
AND NOT ALL OF THOSE TOOLS ARE “ADVERTISING”

9. “ASSYMETRY OF INFORMATION” MEANS WE DO NEED SOME
BROADCAST ADVERTISING
SELLER KNOWLEDGE
BUYER KNOWLEDGEKNOWLEDGE GAP
KNOWLEDGE GAPSellers
Product
Service,
Features,
Benefits
and
Capabilities
Buyers
Application,
Needs
and
Requirements
ADVERTISING
SIGNALS
Source:
George
Akerlofs
“A
Market
for
Lemons”
1970

10. Davis,
Kay
&
Star
1991
“IT IS NOT SO MUCH THE CLAIMS MADE
BY ADVERTISERS THAT ARE HELPFUL BUT
THE FACT THAT THEY ARE WILLING TO
SPEND EXTRAVAGANT SUMS THAT IS
INFORMATIVE”

11. OR TO PUT IT ANOTHER WAY…
“IT IS THE WASTE
THAT DOES THE
WORK”

12. SO WHAT DOES THIS SIGNAL TO ME?

13. 1) A highly targeted advert will have a higher
response rate and ROI than a less targeted one
2) An ecosystem where all ads are highly targeted
will decrease in value for advertisers because it
can no longer generated trusted signals
BOTH OF THESE STATEMENTS CAN BE TRUE
BUT

14. PART 2
EVIDENCE

15. THE LEAST TRUSTED MEDIA ARE THE MOST TARGETABLE MEDIA
Source:
Nielsen
Global
Trust
in
Advertising
Survey
% WHO COMPLETELY OR SOMEWHAT TRUST ADVERTISING FORMAT

16. IT GETS WORSE IN MORE SAVVY MARKETS

17. MOST CONSUMERS TELL US THAT THEY DON’T WANT ADS TO BE TAILORED
Source:
Americans
Reject
Tailored
Advertising
and
Three
Activities
That
Enable
It:
University
of
Pennsylvania
2009

18. AND THE MORE CONSUMERS HEAR ABOUT TRACKING, THE LESS THEY LIKE IT
DESIRE FOR TAILORED
ADS DECREASES WHEN
TRACKING IS
UNDERSTOOD
Source:
Americans
Reject
Tailored
Advertising
and
Three
Activities
That
Enable
It:
University
of
Pennsylvania
2009

19. AND AS TRACKING AWARENESS HAS GROWN, SO HAS ADBLOCKING
1
EU Cookie law
put into
practice May
2012

20. PART 3
SO WHAT?

21. WELL THANKS….
2

22. THERE IS A LOT THAT BROADCAST “ADVERTISING” IS INEFFICIENT AT
TIMING
CONTEXT

23. AND IN A WORLD OF FINITE BUDGETS THE RIGHT KIND OF
TARGETING IS ESSENTIAL!

24. AVOIDING PEOPLE WHO
DEFINITELY WON’T BUY
YOUR PRODUCT
ONLY EVER TARGETING
PEOPLE WHO DEFINITELY
WILL BUY YOUR PRODUCT
BUT TARGETING EXISTS ON A SPECTRUM
TRYING TO SELL TO
ABSOLUTELY
EVERYONE

25. WE MUST USE THE RIGHT TARGETING FOR THE RIGHT TASK
MOMENTUM
TALK TO PRETTY MUCH EVERYONE TO SIGNAL QUALITY AND PLANT THE SEED
ADVERTISING, SOCIAL, WOM, REVIEWS
HARVEST ANY PASSIVE STAGE BIAS AMONGST ACTIVE PURCHASERS
DM, RETARGETING, CRM, PROGRAMMATIC
1
2

26. MY CHALLENGE TO YOU

27. MAKE BROADCAST
MEDIA YOUR FRIEND

28. STARTERS FOR TEN

29. RETARGETING FROM BROADCAST NOT JUST DIGITAL - TV

30. RETARGETING FROM BROADCAST NOT JUST DIGITAL - OOH

31. OR, YOU COULD USE
PROGRAMMATIC TO FIND
A WHOLE NEW AUDIENCE

32. USING PROGRAMMATIC TO CHANGE EVERYTHING

33. SUMMARY
1. TARGETING IN MEDIA PLANNING IS NOT AN UNQUALIFIED GOOD &
SOME “WASTAGE” IS ESSENTIAL
2. FOR EVERY TARGETED IMPACT IN AN ACTIVE JOURNEY YOU NEED
MANY BROADCAST ONES IN THE PASSIVE PHASE
3. BUT THE TECHNOLOGIES WE ARE DEVELOPING CAN HELP US
CREATE CONNECTED HOLISTIC AND INSIGHT LED CAMPAIGNS LIKE
NEVER BEFORE

34. THANKYOU
Dan Plant
Group Strategy Director and Real Time
Planning Director – MEC UK
@dnplnt
www.thedrum.com/content/dan-plant