Targeting is continuing to improve across analog mediums.
Targeting techniques used on digital platforms are being applied across other channels. According to a recent article in Adweek, targeting is continuing to improve across analog mediums. This increases the efficiency of ad spend.
One area that this is being applied to is out-of-home advertising. According to the article, geofencing is being used to target mobile users in the vicinity of certain billboards. This allows advertisers to retarget individuals who have likely seen the billboard.
Television, direct mail, radio and event marketing have also been impacted by targeting techniques used in digital. Advertisers using these mediums have updated their strategies to incorporate these techniques.
Read the full article here.