Targeting or Over-Targeting? – The New Marketing Dilemma
With billions of ad impressions, the key to marketing success today is balance: reaching a broad audience while connecting with people authentically and personally.
The Variety Entertainment Marketing Summit was held in Los Angeles on April 24, where the industry’s top leaders exchanged ideas on the latest trends, challenges, and opportunities in digital advertising. The main lesson of the event: today’s marketers must simultaneously reach a broad audience and connect with each consumer personally – otherwise, they can easily get lost in the media noise.
During the panel discussions, executives from Disney, Warner Bros., Universal Pictures, TikTok, Google, Sephora, NASCAR, and Netflix shared their experiences. Josh Mattison, VP of Digital Operations at Disney Advertising, provided some sobering numbers: 4-5 billion ad impressions are served per week across Hulu, Disney+, and ESPN alone, and 50,000 different creatives are delivered to Disney’s system each month.
A central theme in the discussions was that in a world of algorithms and personalized advertising, over-targeting can easily lead to market narrowing. As Gayle Troberman, marketing consultant at iHeartMedia, put it succinctly:
“We’re killing ourselves with targeting. We need to reach more people, not fewer.”
Warner Bros. cited the Minecraft movie as an example, where they brought in the most well-known Minecraft content creators during the development phase—not as an afterthought, but as organic co-creators.
Related news
(HU) A jövőnek kell dolgozni úgy, hogy ne vegyük el a fókuszt a jelenről
Sorry, this entry is only available in HU.
Read more >What would happen if TikTok was banned in Hungary?
The TikTok ban in the United States is a warning…
Read more >Mondelēz uses AI to personalise marketing
Mondelēz is launching a new platform to improve its global…
Read more >Related news
KSH: in April, retail turnover exceeded the same period of the previous year by 5.0 percent and the previous month by 2.0 percent
In April 2025, the volume of retail trade turnover increased…
Read more >FAO food price index fell in May
The benchmark global food price index fell in May from…
Read more >Eurozone retail sales rise in April
Retail sales in the eurozone and the European Union increased…
Read more >